Consumer behaviour insights and wine
Date
2014
Authors
Bruwer, J.D.W.
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Charters, S.
Gallo, J.
Gallo, J.
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Book chapter
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Source details - Title: Wine business management, 2014 / Charters, S., Gallo, J. (ed./s), Ch.11, pp.145-161
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Abstract
The behaviour of wine COnsumers is arguably the single aspect of business that wine businesses should understand best but, for a variety of reasons, know least about in reality. It should be acknowledged (in defence of wine marketers) that there is still a dearth of information in the form of a structured approach to wine consumer behaviour in published research material. In the wine market of today the ability to effectively differentiate a wine product (brand) from those of the competitors is critical for longterm survival. Hence extensive and actionable knowledge about the wine consumer and his/her consumption behaviour is an essential weapon in the marketing arsenal of the successful wine producing business.
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Copyright 2014 Pearson France