Region Equity and Wine Purchase Decisions: Does The French Cachet Sell Chardonnay?
Author(s)
Areni, Charles S.
Muller, Thomas
Griffith University Author(s)
Year published
2015
Metadata
Show full item recordAbstract
American wine consumers reported purchase likelihoods for several fictitious wines based on brief verbal descriptions in an information display table. The information in the table was organized according to either region of origin or wine variety categories. Results indicated that the French Chardonnay had a higher purchase likelihood when the table also included a Texas Chardonnay rather than when it included a California Chardonnay. Moreover, the purchase likelihood of the French Chardonnay was higher when the wines were organized according to region rather than variety categories, whereas the reverse was true for the Texas ...
View more >American wine consumers reported purchase likelihoods for several fictitious wines based on brief verbal descriptions in an information display table. The information in the table was organized according to either region of origin or wine variety categories. Results indicated that the French Chardonnay had a higher purchase likelihood when the table also included a Texas Chardonnay rather than when it included a California Chardonnay. Moreover, the purchase likelihood of the French Chardonnay was higher when the wines were organized according to region rather than variety categories, whereas the reverse was true for the Texas Chardonnay. The purchase likelihood of the California Chardonnay was unaffected by the organization of the information in the table.
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View more >American wine consumers reported purchase likelihoods for several fictitious wines based on brief verbal descriptions in an information display table. The information in the table was organized according to either region of origin or wine variety categories. Results indicated that the French Chardonnay had a higher purchase likelihood when the table also included a Texas Chardonnay rather than when it included a California Chardonnay. Moreover, the purchase likelihood of the French Chardonnay was higher when the wines were organized according to region rather than variety categories, whereas the reverse was true for the Texas Chardonnay. The purchase likelihood of the California Chardonnay was unaffected by the organization of the information in the table.
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Book Title
Proceedings of the 1998 Multicultural Marketing Conference
Subject
Marketing not elsewhere classified