Jonathan Stern, Norman Selley, John Mitchell and Koji Morita
Abstract
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Clive Bingley, Edwin Fleming, Allan Bunch, Sarah Lawson and Kate Hills
NEXT JANUARY, it will be ten years since I acquired The library world from W H Smith & Son Ltd. Next July, NEW LIBRARY WORLD may be ten years old.
Leonardo Casini, Alessio Cavicchi and Armando Maria Corsi
The purpose of this paper is twofold: to give a descriptive outlook of the competitive environment in the UK wine market, and then to show the presence of “consumer confusion”…
Abstract
Purpose
The purpose of this paper is twofold: to give a descriptive outlook of the competitive environment in the UK wine market, and then to show the presence of “consumer confusion” elements in it.
Design/methodology/approach
The consumer confusion concept has been considered as a framework in order to test the existence of the principal elements of consumer misunderstanding in the buying process. Data have been collected from secondary sources and through in‐depth semi‐structured interviews among a sample of 40 stakeholders of the wine supply chain in the UK.
Findings
The main findings prove the existence of the essential characteristics that can generate a certain degree of consumer confusion, and the relative consciousness of key informants that some strategies need to be adopted to reduce it, although only a few have already been performed.
Originality/value
This paper is probably the first work that tests the consumer confusion conditions through a qualitative analysis following the expectations of previous research conducted by Drummond and Rule.