A Consumer Approach to Branded Wines
- 1 June 1986
- journal article
- Published by Emerald in European Journal of Marketing
- Vol. 20 (6), 21-35
- https://doi.org/10.1108/eum0000000004649
Abstract
Concentrates on the elements of creating commercially successful wine brands through focusing on the three major areas for international wine and spirits companies ‐ the UK, the USA and Canada. Believes that the greatest body of consumer research has been undertaken in the UK and that in the absence of any other research from these markets the UK experience for the basis of this summary. Delves into the current wine market and consumer behaviour, segmenting this into a series of ways and types and categorisations. Investigates country of origin regarding wines and lists these giving a breakdown on each.Keywords
This publication has 2 references indexed in Scilit:
- A Means-End Chain Model Based on Consumer Categorization ProcessesJournal of Marketing, 1982
- The Role of Personal Values in Marketing and Consumer BehaviorJournal of Marketing, 1977