Bruwer, J.D.W.Charters, S.Gallo, J.2025-12-172025-12-172014Source details - Title: Wine business management, 2014 / Charters, S., Gallo, J. (ed./s), Ch.11, pp.145-1619782326000520https://hdl.handle.net/1959.8/160431The 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.enCopyright 2014 Pearson Franceconsumer dynamicsCOOcountry of originJapansegmentationwinewine consumptionBook chapter