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Knowledge effects on the exploratory acquisition of wine
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.ORCID iD: 0000-0002-8464-6022
Simon Fraser University.
University of Malta.
2015 (English)In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 27, no 2, 84-102 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – This paper aims to determine whether exploratory wine purchasing behaviour is affected by consumers’ objective and subjective wine knowledge. Design/methodology/approach – A questionnaire was developed using recognised scales for exploratory consumer tendencies, objective and subjective wine knowledge. The survey was administered using the MTurk platform. A factor analysis was first used to test the psychometric properties of the measures of the three constructs. Once the robustness of the measures was ascertained, cross-tabulations and testing via ANOVA’s of the demographics of age, gender, weekly wine consumption and education on the constructs was undertaken. In addition the causal relationship of subjective and objective wine knowledge on exploratory purchase behaviour was investigated via the use of multiple regression analysis. Findings – The results show that consumers with more real (objective) knowledge of wines are more likely to participate in exploratory wine purchasing. Objective wine knowledge is greatest amongst older consumers and those who consume more wine. Research limitations/implications – While attempts were made to limit biases due to the research approach, the results may lack generalisability because a US sample only, was used. Recommendations for future research extending the sample population as well as for changes to the question formats are suggested. Practical implications – The findings of this study have implications for wine marketers in that marketing strategies and activities (labelling, distribution, media, etc.) may need to be adapted depending on the exploratory purchasing behaviour and wine knowledge of their target customers. Originality/value – Exploratory wine acquisition behaviour is important to wine marketers. This behaviour encourages trial but, at the same time, impacts brand loyalty. This paper identifies the characteristics of consumers in terms of wine knowledge, consumption and demographics most likely to exhibit this behaviour and provides support for the need for marketers to identify these consumers and adapt their marketing activities targeting them.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2015. Vol. 27, no 2, 84-102 p.
Keyword [en]
Exploratory acquisition, Objective knowledge, Regression, Subjective knowledge, Survey research, Wine
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-170306DOI: 10.1108/IJWBR-09-2014-0038ScopusID: 2-s2.0-84930318996OAI: diva2:827689

QC 20150629

Available from: 2015-06-29 Created: 2015-06-29 Last updated: 2015-12-17Bibliographically approved
In thesis
1. Consumer knowledge and its implications for aspects of consumer purchasing behaviour in the case of information-intensive products
Open this publication in new window or tab >>Consumer knowledge and its implications for aspects of consumer purchasing behaviour in the case of information-intensive products
2016 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The purpose of this research was to better understand consumer knowledge, its constituents, antecedents and consequences or implications for other consumer behaviours so as to assist wine marketers and marketers of other information-intensive products with their marketing strategy development.  Wine is a complex product difficult for consumers to evaluate particularly prior to purchase but it is also a difficult product for marketers.  Wine has a very large number of both intrinsic and extrinsic attributes.  As a result of the numerous attributes and the multitude of combinations of these attributes there is a plethora of wine brands available making for a highly competitive industry and a complicated product for consumers.   

Consumer knowledge affects all aspects of consumer purchasing behaviour and is thus an important phenomenon for marketers to research and understand.  Consumer knowledge also affects all aspects of the marketing strategy developed to satisfy target segments.  Marketing decision makers need to understand consumers to be able to analyze and profile segments, choose target markets and develop marketing strategies that will best align with those target markets.  Calls particularly for better understanding of different segments within the wine market provide justification for this research.

The research problem was divided into three components: Consumer wine knowledge constituents, Antecedents of consumer wine knowledge and the Implications of consumer wine knowledge.  The latter component of the research problem explored the implications of consumer wine knowledge for segmentation, as well as the relationships between consumer wine knowledge and exploratory purchasing behaviour, variety-seeking behaviour and opinion leadership and opinion-seeking behaviours. 

This study provides evidence of the existence of two distinct constituents of consumer knowledge i.e. what consumers know (objective knowledge) and what they think they know (subjective knowledge) and these constituents in the context of wine are significantly related.  However it is also clear that these constituents are significantly different, with different antecedents and implications for other consumer behaviours.  This study provides a visual depiction of a simplistic nomological map developed for the construct of consumer knowledge based on the studies reported in this thesis in the context of an information-intensive product such as wine.  Objective knowledge is largely driven by demographic antecedents, specifically age, gender and education while subjective knowledge is mostly driven by, or affected by consumption.  On the implications side of the map, objective knowledge significantly positively correlates with exploratory acquisition, and opinion leadership while subjective knowledge is positively related to opinion leadership and negatively to opinion-seeking behaviours.  Theoretical implications as well as recommendations for wine marketers and researchers are provided.

Place, publisher, year, edition, pages
KTH Royal Institute of Technology, 2016. 380 p.
TRITA-IEO, ISSN 1100-7982 ; R-2015:06-SE
Consumer knowledge, Objective knowledge, Subjective knowledge, Opinion leadership, Exploratory acquisition, Variety-seeking behaviour, Wine, Information-intensive products
National Category
Economics and Business
urn:nbn:se:kth:diva-177297 (URN)978-91-7595-762-3 (ISBN)
Public defence
2016-01-25, Sal F3, Lindstedtsvägen 26, KTH, Stockholm, 09:00 (English)

QC 20151217

Available from: 2015-12-17 Created: 2015-11-18 Last updated: 2015-12-17Bibliographically approved

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