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This being the case the target market would better aimed at the 25-34 year olds as they are the ageing population of tomorrow.
A study found that wine is seen as a sophisticated product and the purchase and consumption of wine determines the level of sophistication. Ordinarily the level of sophistication varies with socio-economic status, therefore higher the status, the greater the level of sophistication (Howells, 2005). These observations provide a trend that the 25-24 age group might become future wine consumers, however, this is not certain and the primary objective is to capture their minds...
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