TY - JOUR
T1 - Relationship of wine consumers' self-confidence, product involvement, and packaging cues
AU - Barber, Nelson
AU - Almanza, Barbara
AU - Dodd, Tim
PY - 2008/4/8
Y1 - 2008/4/8
N2 - Demand for table wine in the US is stronger than any time since the 1970s, driven mainly by news relating moderate wine consumption to positive health benefits and more highly evolved marketing campaigns by major brand marketers. Yet, wine consumers continually make choices among products without adequate information. In many cases the purchase can be overwhelming and full of anxiety or intimidation. Therefore, segmenting the wine consumer is an important first step in understanding the consumers' needs. This study examined how consumers' levels of self-confidence and product involvement relate to certain attributes of wine packaging. Multivariate analysis indicates a significant interaction between certain wine packaging cues, gender, levels of self-confidence, and product involvement.
AB - Demand for table wine in the US is stronger than any time since the 1970s, driven mainly by news relating moderate wine consumption to positive health benefits and more highly evolved marketing campaigns by major brand marketers. Yet, wine consumers continually make choices among products without adequate information. In many cases the purchase can be overwhelming and full of anxiety or intimidation. Therefore, segmenting the wine consumer is an important first step in understanding the consumers' needs. This study examined how consumers' levels of self-confidence and product involvement relate to certain attributes of wine packaging. Multivariate analysis indicates a significant interaction between certain wine packaging cues, gender, levels of self-confidence, and product involvement.
KW - Product involvement
KW - Self-confidence
KW - Wine packaging
UR - http://www.scopus.com/inward/record.url?scp=68149099672&partnerID=8YFLogxK
U2 - 10.1080/15378020801926692
DO - 10.1080/15378020801926692
M3 - Article
AN - SCOPUS:68149099672
SN - 1537-8020
VL - 11
SP - 45
EP - 64
JO - Journal of Foodservice Business Research
JF - Journal of Foodservice Business Research
IS - 1
ER -