The Effect of Wine Knowledge Type on Variety Seeking in Wine Purchasing
(English)In: Journal of General Management, ISSN 0306-3070, E-ISSN 1759-6106Article in journal (Refereed) Accepted
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.
Variety Seeking Purchasing Behavior, Wine Knowledge Type, Neophytes, Snobs, Modests, Experts
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-177296OAI: oai:DiVA.org:kth-177296DiVA: diva2:872151
QS 20152015-11-182015-11-182015-12-17Bibliographically approved