Warwick Murray and Lawrence S. Lockshin
Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and…
Abstract
Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and survey approach with 200 wine shoppers in Australia to determine: 1) consumer perceptions of cork problems; 2) acceptance of a synthetic cork with no information provided; and 3) acceptance of a synthetic cork after providing information concerning cork problems and solutions. Consumers who purchased more than one bottle of wine per week had the most problems with corks, but 75% of all consumers interviewed had experienced some problems in the last 12 months. The provision of information was key in gaining consumer acceptance of the synthetic corks. Measures of which attributes of the synthetic corks attracted consumers is also provided along with recommendations for introducing these closures into the marketplace.
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This study examines how various characteristics of the discount retail environment and the overall attitude towards a discount retail store, considered to be an abstract and…
Abstract
This study examines how various characteristics of the discount retail environment and the overall attitude towards a discount retail store, considered to be an abstract and global image component, influence consumers’ satisfaction and how consumers’ satisfaction, in turn, affects store loyalty. The data, collected from a sample of 517 discount retail customers in Daegu, Korea, indicate that: (1) forming the overall attitude is more closely related to in‐store services: atmosphere, employee service, after sales service and merchandising, (2) store satisfaction is formed through perceived store atmosphere and value, (3) the overall attitude has strong influence on satisfaction and loyalty and its impact is much stronger on loyalty than on satisfaction, (4) store loyalty is directly affected by most significantly location, merchandising and after sale service in order, (5) satisfaction is not related to customers’ committed store revisiting behavior. The applications in management and implications for future research are discussed.
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Ian Handley and Lawrence Lockshin
The growth of wine sales in the Pacific Rim is receiving a large amount of attention. This study was designed to look more deeply into the actual purchase behaviour of middle…
Abstract
The growth of wine sales in the Pacific Rim is receiving a large amount of attention. This study was designed to look more deeply into the actual purchase behaviour of middle class wine buyers in a selection of Singaporean supermarkets. Purchase behaviour was observed for 60 hours in a total of eight representative supermarkets. The findings show a smaller number of sales than would be expected, especially based on the size of the category displays. The types of wines, countries of origin, prices, browsing, and purchases are noted. The overall conclusion is of a wine market in its infancy with a need for education and further development before wine becomes a regular part of weekly shopping and consumption.
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Lawrence S. Lockshin and W. Timothy Rhodus
This research compared wine quality evaluations by wine consumers and wine wholesalers for the same Chardonnay wine at three price levels and four different oak levels. Consumers…
Abstract
This research compared wine quality evaluations by wine consumers and wine wholesalers for the same Chardonnay wine at three price levels and four different oak levels. Consumers judged wines mainly by price, regardless of the oak level. Wholesale sales people ignored the prices and judged the wines by the oak level. Wholesalers predicted that consumers would respond based on the wholeaslers' quality judgments, and were unable to accurately predict the consumers' responses. Better targeting of consumers and better training of the wholesale representatives is recommended.
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Donald Cook and Lawrence Lockshin
Wine exports from Australia are expected to double within the next five years and much of this growth has been forecasted to occur in the traditionally non‐wine drinking countries…
Abstract
Wine exports from Australia are expected to double within the next five years and much of this growth has been forecasted to occur in the traditionally non‐wine drinking countries of the Pacific Rim. This paper, based on lengthy interviews with importers, agents, and buyers for various retail institutions in Thailand, uses a case study approach to argue that export strategies based on successful entry into the UK and US markets will be less efficient in the Pacific Rim. A detailed analysis of the market structure, including the types of wines and strategies of institutions from the top to the bottom end of the price spectrum is presented. The success of Australian producers entering the Thai market will be achieved only by changing the strategy they have used in the UK and US. A stronger focus on Australia must be made along with the use of fewer, but bigger agents and distributors. Marketing strategies for each type of retail institution are provided as well.
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Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.
Findings
What's the best way to market a small or medium sized enterprise (SME)? The seemingly obvious answer is that adopting a well‐researched, long‐term approach to meeting customers’ needs, would ensure continued growth and development. However, in this case, the obvious answer would be wrong. Market research indicates that entrepreneurial firms don't take the long‐term approach. Instead, their marketing strategies often rely on crisis management, gut feelings and actions designed to deal with immediate competitive pressures.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
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Michael Beverland and Lawrence S. Lockshin
The essence of entrepreneurship is “effectual action”. Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs…
Abstract
The essence of entrepreneurship is “effectual action”. Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs, undertaking a range of emergent actions in response to day‐to‐day events and problems, without recourse to formal planning or research. By way of contrast, brands require guided action, in order to build a sustainable position in the marketplace, while research also reveals that small specialist firms increase their chance of failure if they undertake a range of unguided actions that lead to niche drift. Based upon an in‐depth case study, identifies that SMEs do benefit from constant actions, but only if guided by a strong set of positioning values, which are diffused into an organisational culture, primarily via the actions of the leader.
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Dale F. Duhan, Pamela L. Kiecker, Charles S. Areni and Cari Guerrero
The purpose of this study is to investigate how origin information for wine products influences retail sales. The growing variety of products and the generally singular origin of…
Abstract
The purpose of this study is to investigate how origin information for wine products influences retail sales. The growing variety of products and the generally singular origin of wine products makes this market particularly sensitive to origin information. The origin of wine is often perceived as an indicator of quality and is used as the basis of decision making when purchasing wine products. This study empirically tests a portion of Johansson's framework for the use of origin information through both a market survey and a field experiment to determine the predictive value on market position for a group of wine products from the Texas region. The results of the survey and the field experiment were consistent and found that emphasizing the origin of Texas wine significantly influenced retail sales. These results also indicate that special displays and increased retail shelf space do not always have a positive effect on sales of the displayed products. Therefore, it is important for retail managers to first identify whether the image of the wine's origin is perceived positively or negatively before using origin information in store displays.
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Oriol Jorge, Adria Pons, Josep Rius, Carla Vintró, Jordi Mateo and Jordi Vilaplana
Wine has been produced for thousands of years and nowadays we have seen a spread in the wine culture. E-commerce sales of wine have increased considerably and online customer's…
Abstract
Purpose
Wine has been produced for thousands of years and nowadays we have seen a spread in the wine culture. E-commerce sales of wine have increased considerably and online customer's satisfaction is influenced by quality and price. This paper presents a case study of the company “QuieroVinos, S.L.”, an online wine shop founded in 2015 that sells Spanish wines in two main marketplaces.
Design/methodology/approach
With the final target of increasing the company profits it has been designed and developed an application to track the prices of competitors for a set of products. This information will be used to set the product prices in order to offer the products both competitively and profitably in each Marketplace. This application must check, by tacking into account information such as the product cost or the minimum product margin, if it is possible to decrease the price in order to reach the top cheapest position and as a consequence, increase the sales.
Findings
The application improved in a notorious way the company's results in terms of sales and shipping costs. It must be said that without the use of the presented application, performing the price comparison process within each one of the marketplaces would have taken a long time. Moreover, as prices change very frequently, the obtained information has a very limited time value, and the competitors prices should be analyzed daily in order to take accurate decisions regarding the company's price policy.
Originality/value
Although the application has been designed for the wine sector and the two named marketplace, it could be exported to other sectors. For that, it should be implemented new modules to collect information regarding the competitor's price of the products selling on each corresponding marketplace.
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Tayla Jeffery, Martin Hirche, Margaret Faulkner, Bill Page, Giang Trinh, Johan Bruwer and Larry Lockshin
The purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many…
Abstract
Purpose
The purpose of this study is to examine branding consistency for wine labels. The front label on wine bottles is important for identifying the brand and aiding purchase. Many brands are part of brand families, with the sub-brands linked to the overall brand family. This research provides an overview of how the front label varies across product portfolios of wine brands, noting the importance placed on branding elements and the level of consistency in their use across the brand portfolio.
Design/methodology/approach
The authors propose and test a new method to measure branding consistency on labels from the same brand family. Two coding frameworks were created. The first recorded the incidence of brand elements and wine attributes. The second coded wine labels within a company’s portfolio based on the consistency of various brand elements. A total of 3,000 branding elements and wine attributes from 300 wine labels were examined across 60 wine brands from a list of Australian wineries.
Findings
Grape variety, brand name and region are used across >90% of wine labels. Branding is presented more prominently than wine attributes. Sub-brand, region, price and variety did not influence branding consistency. Logo presence, logo image on label and colour elements contribute to the greatest variation in branding consistency across a product portfolio.
Originality/value
This study proposes and tests a novel method to measure branding consistency on wine labels and explores the extent to which consistent branding is used across product portfolios. Descriptive research is the first step to theory building. This study provides industry norms for attribute use and a measure of branding consistency for product portfolios giving valuable descriptive knowledge.