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Consumer knowledge and its implications for aspects of consumer purchasing behaviour in the case of information-intensive products
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.ORCID iD: 0000-0002-8464-6022
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.
Series
TRITA-IEO, ISSN 1100-7982 ; R-2015:06-SE
Keyword [en]
Consumer knowledge, Objective knowledge, Subjective knowledge, Opinion leadership, Exploratory acquisition, Variety-seeking behaviour, Wine, Information-intensive products
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-177297ISBN: 978-91-7595-762-3 (print)OAI: oai:DiVA.org:kth-177297DiVA: diva2:872186
Public defence
2016-01-25, Sal F3, Lindstedtsvägen 26, KTH, Stockholm, 09:00 (English)
Opponent
Supervisors
Note

QC 20151217

Available from: 2015-12-17 Created: 2015-11-18 Last updated: 2015-12-17Bibliographically approved
List of papers
1. Consumer Knowledge: A New Basis for Segmentation?
Open this publication in new window or tab >>Consumer Knowledge: A New Basis for Segmentation?
(English)In: Journal of General Management, ISSN 0306-3070, E-ISSN 1759-6106Article in journal (Refereed) Accepted
Abstract [en]

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.

Keyword
Information-intensive products, Wine, Objective knowledge, Subjective knowledge, Knowledge types, Segmentation
National Category
Economics and Business
Identifiers
urn:nbn:se:kth:diva-177295 (URN)
Note

QS 2015

Available from: 2015-11-18 Created: 2015-11-18 Last updated: 2017-12-01Bibliographically approved
2. Knowing what they know: A managerial perspective on consumer knowledge
Open this publication in new window or tab >>Knowing what they know: A managerial perspective on consumer knowledge
2015 (English)In: Business Horizons, ISSN 0007-6813, E-ISSN 1873-6068, Vol. 58, no 6, 679-685 p.Article in journal (Refereed) Published
Abstract [en]

What a consumer knows about a product or service is crucial to how it is marketed, and this is particularly true in the case of information-intensive products. However, there are two important sides to consumer knowledge: first, there is what consumers really know, or objective knowledge; second, there is what consumers think they know, or subjective knowledge. Interestingly, relatively little is known about the relationship between these two aspects of consumer knowledge or about the variables that impact this knowledge. Using data from a study of consumers’ knowledge of wine, the relationships between and influencers of objective and subjective knowledge are explored in this installment of Technology & Marketing, and a typology of customer knowledge is developed. This has useful implications for the marketing of wine and other information-rich products.

Place, publisher, year, edition, pages
Elsevier, 2015
Keyword
Subjective Knowledge, Objective Knowledge, Consumer Demographics, Wine Marketing, Information-rich products
National Category
Business Administration
Identifiers
urn:nbn:se:kth:diva-174685 (URN)10.1016/j.bushor.2015.07.005 (DOI)2-s2.0-84960128583 (Scopus ID)
Note

QC 20151113

Available from: 2015-11-13 Created: 2015-10-07 Last updated: 2017-12-01Bibliographically approved
3. Knowledge effects on the exploratory acquisition of wine
Open this publication in new window or tab >>Knowledge effects on the exploratory acquisition of wine
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
Keyword
Exploratory acquisition, Objective knowledge, Regression, Subjective knowledge, Survey research, Wine
National Category
Economics and Business
Identifiers
urn:nbn:se:kth:diva-170306 (URN)10.1108/IJWBR-09-2014-0038 (DOI)2-s2.0-84930318996 (Scopus ID)
Note

QC 20150629

Available from: 2015-06-29 Created: 2015-06-29 Last updated: 2017-12-04Bibliographically approved
4. The Effect of Wine Knowledge Type on Variety Seeking in Wine Purchasing
Open this publication in new window or tab >>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
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
Variety Seeking Purchasing Behavior, Wine Knowledge Type, Neophytes, Snobs, Modests, Experts
National Category
Economics and Business
Identifiers
urn:nbn:se:kth:diva-177296 (URN)
Note

QS 2015

Available from: 2015-11-18 Created: 2015-11-18 Last updated: 2017-12-01Bibliographically approved
5. Does Objective and Subjective Knowledge Vary between Opinion Leaders and Opinion Seekers?: Implications for Wine Marketing
Open this publication in new window or tab >>Does Objective and Subjective Knowledge Vary between Opinion Leaders and Opinion Seekers?: Implications for Wine Marketing
2015 (English)In: Journal of Wine Research, ISSN 0957-1264, E-ISSN 1469-9672, Vol. 26, no 04, 306-320 p.Article in journal (Refereed) Published
Abstract [en]

Wine is a heterogeneous, information-rich offering, with a plethora of brands in the market.  Knowledge of wines amidst such diversity understandably varies.  In addition, some offer opinions on wine while others seek them.  Yet the interplay between opinion leadership and opinion seeking on the one hand, and wine knowledge, both objective and subjective, has received little attention by wine marketing researchers.  Thus, this paper explores the relationships between opinion leadership and opinion seeking among wine consumers, and investigates whether objective and subjective knowledge varies between opinion leaders and seekers.  An online survey was used to collect data on the four constructs and correlation analysis was undertaken to investigate the relationships between them.  Key findings indicate that those who tend to seek opinions about wine tend not to have high objective knowledge of wine, as may be expected.  On the other hand, opinion leaders think that they know about wine, and generally are objectively knowledgeable.  Thus, their influence on others is not only based on communication, but on fact, representing a valuable source of influence for wine marketers.  Understanding target consumers’ wine knowledge levels can potentially impact every aspect of wine marketing strategy.

Place, publisher, year, edition, pages
Routledge, 2015
Keyword
wine, subjective knowledge, objective knowledge, opinion leadership, opinion seeking
National Category
Economics and Business
Identifiers
urn:nbn:se:kth:diva-177294 (URN)10.1080/09571264.2015.1092120 (DOI)2-s2.0-84947035699 (Scopus ID)
Note

QC 20151203

Available from: 2015-11-18 Created: 2015-11-18 Last updated: 2017-12-01Bibliographically approved

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