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https://hdl.handle.net/2440/85540
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Type: | Journal article |
Title: | Analyzing consumer preference for wine product bundles: implications for the retail and wine industry |
Author: | Matthews, C. Somogyi, S. Van Zanten, R. |
Citation: | Journal of International Food and Agribusiness Marketing, 2014; 26(2):89-106 |
Publisher: | Routledge |
Issue Date: | 2014 |
ISSN: | 0897-4438 1528-6983 |
Statement of Responsibility: | Christopher Matthews, Simon Somogyi, Rob van Zanten |
Abstract: | This research examines a marketing technique (bundling) that wine companies may use to gain access to retail stores. The study examined consumers' perception toward bundling with respect to the Australian wine market and the results allowed for the formulation of market segments, which aimed to provide a better understanding of the wine-bundle purchaser. Cluster analysis highlighted three market segments, in particular, one consumer segment is prone to purchasing wine bundles and is interested in deals. While exploratory in nature, the research may provide an insight into global wine marketing strategy. |
Keywords: | Product bundling; wine; segmentation; consumer behavior; anchoring |
Rights: | Copyright © Taylor & Francis Group, LLC |
DOI: | 10.1080/08974438.2012.755721 |
Published version: | http://dx.doi.org/10.1080/08974438.2012.755721 |
Appears in Collections: | Aurora harvest 7 Business School publications |
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