Journal article

Buying a Product for an Anticipated Consumption Situation - Observation of High and Low Involved Wine Buyers in a Retail Store

Martin Hirche, Johan Bruwer

International Journal of Wine Business Research | Emerald | Published : 2014


Purpose – The purpose of this study is to measure the product involvement of wine buyers and to examine relationships with anticipated consumption situations, places and occasions combined with the buyer’s importance of various extrinsic product attributes. Design/methodology/approach – A survey is conducted with 147 wine buyers using structured self-administered questionnaires in a central city retail location in Australia. Findings – There are no significant relationships between consumers’ involvement with wine products and what occasion or constellation of persons is anticipated when purchasing wine in a retail store. From a consumption situation perspective, both high- and low-involve..

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University of Melbourne Researchers