Purchase attributes of wine consumers with low involvement

Nelson Barber, Joseph Ismail, Tim Dodd

Research output: Contribution to journalArticle

59 Scopus citations

Abstract

The past decade has seen a dramatic increase in wine consumption. With this increase comes the need to understand how consumers choose wine. Wine consumers have different types of experiences and expectations, and a one bottle fits all method of catering to wine consumers is not an appropriate marketing strategy. Consumer segmentation based upon involvement with wine is critical to understanding buying behaviors. This study used factor analysis and logistic regression to identify the wine novice and what marketing cues they use to purchase wine. The results identified key marketing cues wine novices use to purchase wine and revealed yet another involvement category: the emerging wine learner.

Original languageEnglish
Pages (from-to)69-86
Number of pages18
JournalJournal of Food Products Marketing
Volume14
Issue number1
DOIs
StatePublished - Oct 30 2007

Keywords

  • Involvement attributes
  • Knowledge
  • Wine marketing

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