Purpose – Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique, best‐worst scaling (BWS). The purpose of this paper is to demonstrate the BWS method by an empirical...

Purpose – The purpose of this paper is to apply a very simple but powerful analysis of the variance‐covariance matrix of individual best‐worst scores to detect which attributes are determining utility components and drive distinct consumer segments. Design/methodology/approach – First an...

Purpose – The purpose of this paper is to present the results from a 12 country study mapping the influencers on the choice of wine for purchase in the retail store environment. It demonstrates the usefulness of the best‐worst choice method in multi‐country research to map similarities and...

Purpose – The purpose of this paper is to discuss the difficulties raised by the question of cultural differences in consumption behaviour studies, and proposes the best‐worst method as a tool for comparing data from a cross‐national survey. Design/methodology/approach – Data were...

Purpose – The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic...

Purpose – The purpose of this paper is to investigate the purchasing behaviours of two Beijing wine consumer groups and evaluate the influence of different factors on their decision making process to provide information to better understand the Chinese wine market and assist with market entry...

Purpose – The UK wine market is one of the largest in the world. The purpose of this paper is to investigate current social and cultural influences affecting the buying behaviour of UK wine consumers within off‐trade environments. Design/methodology/approach – Three stakeholder groups...

Purpose – The purpose of this paper is to examine the importance of wine's region of origin in the consumer wine‐buying decision‐making process in the Australian domestic market. Design/methodology/approach – Data collection takes place by means of a self‐administered and online...

Purpose – The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of...

Purpose – The purpose of this paper is to investigate how underlying globalization could influence Asian consumers' wine drinking patterns and behaviors. Specifically, a theoretical framework that explains the underlying motivations of Asian wine consumers is developed....