Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/194460 
Erscheinungsjahr: 
2012
Quellenangabe: 
[Journal:] Wine Economics and Policy [ISSN:] 2212-9774 [Volume:] 1 [Issue:] 1 [Publisher:] Elsevier [Place:] Amsterdam [Year:] 2012 [Pages:] 2-23
Verlag: 
Elsevier, Amsterdam
Zusammenfassung: 
This paper summarises the main findings concerning consumer behaviour for wine published in academic journals in the last ten years and provides some suggestions about strategic research directions to take in the next few years. One major finding was that few new or novel findings are occurring in some areas: the role of price, brand, region, grape variety, awards; comparisons of Old and New World; segmentation of wine consumers; the value of sustainable or 'green' wine practices to consumers. Another finding was the predominance of one-off convenience sample studies that are difficult to interpret for generalisable results. Some areas with greatest research needs are: retail marketing and consumer response to the variety of techniques retailers use; on-premise consumer behaviour; online and social media influences on consumers; premium and luxury wine behaviour and successful marketing practices; consumer behaviour in emerging markets; the value of wine tourism and marketing for value; the relationship between grape/wine quality and consumer behaviour; consumer response to wine and health issues.
Schlagwörter: 
Consumer Behaviour
Literature Review
Marketing
Wine
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