Drummond, Graeme and Rule, Gordon (2005) Consumer confusion in the UK wine industry. Journal of Wine Research, 16 (1). pp. 55-64. ISSN 0957-1264Full text not available from this repository.
This paper examines the prevalence, and effects, of consumer confusion within the UK wine market. Confusion reduction strategies are proposed as a means to enhance marketing efforts within this sector. The drivers of consumer confusion (e.g. product proliferation, product imitation and information overload) are apparent within the UK wine market. Confusion effects have negative consequences for both wine marketers and consumers. Marketing initiatives aimed at broadening consumer choice may inadvertently aggravate the problem. Wine marketers need to learn the lessons of other market sectors and actively consider confusion reduction strategies as a basis for future marketing activity. The analysis suggests marketers frame marketing activity in terms of factors relevant to the consumers' preferred confusion reduction strategy.
|Uncontrolled Keywords:||Consumer; UK wine market; confusion;|
|University Divisions/Research Centres:||The Business School > School of Marketing, Tourism and Languages|
|Dewey Decimal Subjects:||600 Technology > 650 Management & public relations > 658 General management|
|Library of Congress Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Depositing User:||Mrs Lyn Gibson|
|Date Deposited:||23 Feb 2012 11:14|
|Last Modified:||05 Jan 2015 12:19|
Actions (login required)