Direct-to-customer sales provide higher returns, maximising the profitabil-ity of wine businesses. While recent research has expanded the understanding of the sales relationship developed during a cellar door experience, individual influences on this relationship remain under-researched. The...

Consumer segmentation is very relevant in the design of wine marketing strategies. Previous studies showed that there is a relationship between the consump-tion situation and the willingness to pay for a bottle of wine. In this sense, the con-sumption situation is considered a segmentation...

Konsumenten fokussieren bei der Auswahl und Bewertung eines hedonischen Produktes (z.B. Süßigkeiten, Hotelzimmer mit Meerblick) maßgeblich auf dessen emotionale Bedeutung. Es gilt vereinfacht: Dinge, die sich gut anfühlen, müssen begehrenswert sein und Nutzen stiften und vice versa. Somit...