Domain-specific consumer involvement in the U.S. wine market
Date
2013
Authors
Montgomery, I.K.
Bruwer, J.
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Journal article
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Journal of Food Products Marketing, 2013; 19(5):439-462
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Abstract
An 18-item multidimensional scale was developed to measure wine consumer involvement level impact on behavior and consumption dynamics. Data were collected at wine tasting events in Portland, Oregon, U.S., yielding a final sample size of 101 respondents. Male wine consumers do not display a higher level of involvement with wine as a product than females, and neither do consumers 45 years and older in comparison with younger consumers. Consumers with high education and income levels do not use these as a basis of their involvement level with wine. Price is not more frequently used by low involvement wine drinkers in the wine purchasing decision.
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Copyright 2013 Taylor & Francis