Consumer Knowledge: A New Basis for Segmentation?
(English)In: Journal of General Management, ISSN 0306-3070, E-ISSN 1759-6106Article in journal (Refereed) Accepted
What consumers know about a product affects many aspects of their behaviour and is particularly important for marketers to understand when it comes to information-intensive products. The purpose of this paper is to understand the components and antecedents of consumer knowledge of wine, an information-intensive product, and to investigate consumer knowledge as a potential basis for wine market segmentation and targeting. A survey using the MTurk platform found that consumers differ in their levels and types of knowledge. A new and useful basis for segmenting the wine market is proposed which may have use for other information-intensive product markets.
Information-intensive products, Wine, Objective knowledge, Subjective knowledge, Knowledge types, Segmentation
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-177295OAI: oai:DiVA.org:kth-177295DiVA: diva2:872148
QS 20152015-11-182015-11-182015-12-17Bibliographically approved