Wine product bundling: for a new segment of wine consumers
Paper
Paper/Presentation Title | Wine product bundling: for a new segment of wine consumers |
---|---|
Presentation Type | Paper |
Authors | Matthews, Christopher (Author), Goodman, Steve (Author), Habel, Cullen (Author) and Somogyi, Simon (Author) |
Journal or Proceedings Title | Proceedings of the 6th Academy of Wine Business Research Conference (AWBR 2011) |
ERA Conference ID | 60388 |
Number of Pages | 9 |
Year | 2011 |
Place of Publication | Bordeaux, France |
Web Address (URL) of Paper | http://academyofwinebusiness.com/wp-content/uploads/2011/09/93-AWBR2011-Matthews-Goodman-Habel-Somogyi.pdf |
Conference/Event | 6th Academy of Wine Business Research Conference: The Faces of Wine Sustainability (AWBR 2011) |
International Conference of the Academy of Wine Business Research | |
Event Details | 6th Academy of Wine Business Research Conference: The Faces of Wine Sustainability (AWBR 2011) Event Date 09 to end of 10 Jun 2011 Event Location Bordeaux, France |
Event Details | International Conference of the Academy of Wine Business Research |
Abstract | Purpose: Researchers have investigated product bundles using convenient product categories, but there is little evidence that wine product bundles have been studied. Research is fundamental to producing wine product bundles that will benefit the wine industry rather than hurt it. This research forms an exploratory study as to whether a large scale segment of wine market is likely to be prone to deals that include product bundles. |
Keywords | product bundling; wines; marketing strategy; anchoring; segmentation; consumer behaviour |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350606. Marketing research methodology | |
380109. Industry economics and industrial organisation | |
Public Notes | No evidence of copyright restrictions preventing deposit. |
Byline Affiliations | University of Adelaide |
School of Management and Marketing | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q0vwq/wine-product-bundling-for-a-new-segment-of-wine-consumers
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