Consumer behaviour insights and wine

dc.contributor.author	Bruwer, J.D.W.
dc.contributor.editor	Charters, S.
dc.contributor.editor	Gallo, J.
dc.date.issued	2014
dc.description.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.
dc.identifier.citation	Source details - Title: Wine business management, 2014 / Charters, S., Gallo, J. (ed./s), Ch.11, pp.145-161
dc.identifier.isbn	9782326000520
dc.identifier.uri	https://hdl.handle.net/1959.8/160431
dc.language.iso	en
dc.publisher	Pearson
dc.publisher.place	France
dc.rights	Copyright 2014 Pearson France
dc.subject	consumer dynamics
dc.subject	COO
dc.subject	country of origin
dc.subject	Japan
dc.subject	segmentation
dc.subject	wine
dc.subject	wine consumption
dc.title	Consumer behaviour insights and wine
dc.type	Book chapter
pubs.publication-status	Published
ror.mmsid	9915910125501831

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