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Exploring wine knowledge, aesthetics and ephemerality: Clustering consumers
KTH.
2016 (English)In: International Journal of Wine Business Research, ISSN 1751-1062, E-ISSN 1751-1070, Vol. 28, no 2Article in journal (Refereed) Published
Abstract [en]

Purpose: The purpose of this paper is to investigate the relationship between consumer wine knowledge and the aesthetics and ephemerality of wine consumption. Design/methodology/approach: A survey of 254 respondents for questions relating to objective wine knowledge and frequency of wine consumption, as well as the aesthetics and ephemerality of wine consumption was conducted. Clustering analysis was used to produce four discrete consumer clusters that provide insight into Berthon et al.’s (2009) aesthetic and ontology (AO) framework for the consumption of luxury wine brands. Findings: The paper finds that four clusters of wine consumers can be identified that exhibit common characteristics outlined in the AO framework. Practical implications: By clustering consumers and mapping these clusters, the AO framework provides wine marketers with a useful tool to segment the luxury wine market and to develop and deploy tailored wine marketing strategies to target each segment effectively. Originality/value: This study is one of the first to investigate the relationship between consumer wine knowledge, aesthetics and ephemerality. It offers luxury wine marketers useful insights into targeting wine consumers according to their common characteristics.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2016. Vol. 28, no 2
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:kth:diva-186352DOI: 10.1108/IJWBR-09-2015-0044ISI: 000379777700005ScopusID: 2-s2.0-84977533070OAI: oai:DiVA.org:kth-186352DiVA: diva2:926992
Note

QC 20160812

Available from: 2016-05-10 Created: 2016-05-10 Last updated: 2016-08-12Bibliographically approved
In thesis
1. Understanding the provision and processing of information for information-intensive products as a basis for market segmentation
Open this publication in new window or tab >>Understanding the provision and processing of information for information-intensive products as a basis for market segmentation
2016 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This thesis helps to address the gap in literature relating to the study of the provision of information to consumers, consumer information search behaviour and consumer information processing and choice behaviour relating to information-intensive products. Throughout the thesis, wine is taken as an example of an information-intensive product. Through a series of four published papers in peer reviewed journals, the thesis examines how firms can control and manipulate the provision of information to consumers and that by restricting the availability of information, the firm can make its target consumers want the product even more. Although secrecy has existed for centuries, as a marketing tool it is relatively new and little is understood about its power or purpose in marketing strategy. The thesis also analyses how consumers process information relating to information-intensive products using mental shortcuts, or heuristics, to substitute price for product quality at increasing rates of product consumption. Finally, the thesis provides a new way in which to segment the luxury wine market based on consumer knowledge together with the timing of consumption.

The thesis provides a number of interesting advancements in marketing and consumer behaviour research. The first advancement examines whether secret wine societies are actually that secret at all and finds that they are not; however this finding does not absolve the need for marketers to use secrecy as a marketing tool. The second advancement provides insight into advertising, blogs and consumer innovativeness and finds a positive relationship between attitude toward advertising and consumer innovativeness. The third advancement finds evidence that consumers’ process information by using the price-quality heuristic, for both sighted and blind tasting experiments. Furthermore, the study finds that blind tasting (deliberate thinking) reinforces sighted tasting (automatic thinking) which contributes to judgement errors about product quality. The fourth advancement is to provide a new way to segment the luxury wine market based on consumer objective knowledge, frequency of consumption and timing of consumption.

Place, publisher, year, edition, pages
KTH Royal Institute of Technology, 2016. 324 p.
Series
TRITA-IEO, ISSN 1100-7982 ; 2016:07
Keyword
Information-intensive products, consumer information search, consumer information processing, marketing strategy, wine marketing
National Category
Other Social Sciences not elsewhere specified
Research subject
Industrial Engineering and Management
Identifiers
urn:nbn:se:kth:diva-186353 (URN)978-91-7595-971-9 (ISBN)
Public defence
2016-06-09, F3, Lindstedsvägen 30, Stockholm, 15:17 (English)
Opponent
Supervisors
Note

QC 20160518

Available from: 2016-05-18 Created: 2016-05-10 Last updated: 2016-05-30Bibliographically approved

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