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The Effect of Wine Knowledge Type on Variety Seeking in Wine Purchasing
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing. Univeversity of KwaZulu-Natal.ORCID iD: 0000-0002-8464-6022
(English)In: Journal of General Management, ISSN 0306-3070, E-ISSN 1759-6106Article in journal (Refereed) Accepted
Abstract [en]

With wine being a prolific, but complex and information-intensive product, it is important for marketers to understand the behaviors and characteristics of different wine market segments, in order to better target their marketing strategies to these different segments’ needs. Yet little is known about how the characteristics of consumers’ subjective and objective knowledge of wine impact their variety seeking purchasing behavior. Our results show that wine knowledge types are a significant predictor of variety seeking purchasing behavior of wine. This suggests that marketers should adapt their segmentation, targeting and channel strategies to individual knowledge types to be more successful.


Keyword [en]
Variety Seeking Purchasing Behavior, Wine Knowledge Type, Neophytes, Snobs, Modests, Experts
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-177296OAI: diva2:872151

QS 2015

Available from: 2015-11-18 Created: 2015-11-18 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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