Heavy users of consumer products are important to marketers as a profitable target segment. This is equally true in the wine industry, but with the added precaution of encouraging responsible consumption. This study examines the attributes and behaviors of 681 high frequency (heavy-user) wine...

Mexico has been producing wine since the 1500, yet very little is known about their viticulture, enology, and marketing practices. This qualitative research study was designed to shed more light on these issues. Based on 10 in-depth interviews with winery owners and winemakers in the Valle de...

With the rapid adoption of social media by consumers, it is increasingly important for retailers to investigate and consider their use and adoption of social media, and to know which activities are most effective. This can differ by product line and geographical location. Further, for complex...

Marketing managers in the US have long been concerned with how to reach young consumers most effectively and how to present important information. This research demonstrates how the information search and risk reduction strategies of Millennials differ from older consumers. Findings from a...

Heavy users of consumer products are important to marketers as a profitable target segment. This is equally true in the wine industry, but with the added precaution of encouraging responsible consumption. This study examines the attributes and behaviors of 681 high frequency (heavy-user) wine...

Mexico has been producing wine since the 1500, yet very little is known about their viticulture, enology, and marketing practices. This qualitative research study was designed to shed more light on these issues. Based on 10 in-depth interviews with winery owners and winemakers in the Valle de...

This study explores U.S. wine consumers' perception of wine and health by gender, age, and ethnic background. An extensive body of epidemiological studies suggests that there are health benefits from moderate wine drinking. In light of an increased consumer preference over healthier foods and...

Research studies have proven that place-based/regional branding methods have a positive effect on brand equity and economic benefits for companies. However, very small or specific regions may be confusing to consumers, so conjunctive labeling - or the process of advertising both a larger region...

This paper investigates exploratory behavior among wine consumers in Poland where the country's wine culture is in a state of rapid change. This study investigates the extent to which demographics, values, and wine preferences relate to exploratory behavior. Data obtained from 198 Polish wine...