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Consumer confusion in the UK wine industry.

Drummond, Graeme and Rule, Gordon (2005) Consumer confusion in the UK wine industry. Journal of Wine Research, 16 (1). pp. 55-64. ISSN 0957-1264

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Abstract/Description

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.

Item Type: Article
Print ISSN: 0957-1264
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
Item ID: 5004
Depositing User: Mrs Lyn Gibson
Date Deposited: 23 Feb 2012 11:14
Last Modified: 23 Feb 2012 11:14
URI: http://researchrepository.napier.ac.uk/id/eprint/5004

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