The main goal of this study is to gain a better understanding of the buying behavior of wine consumers in Portugal. More specifically, the study identifies extrinsic attributes that influence wine purchase choices in a retail store, crossing-tabulating the results with six classification...

The intense competition affecting the wine industry in recent decades has forced wineries and retailers to reshape their marketing strategies on the basis of consumer preferences. The current study aims to identify such preferences and the effects they might have in influencing consumer...