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Article
Publication date: 1 March 2004

Ulrich R. Orth, Mina McDaniel, Tom Shellhammer and Kannapon Lopetcharat

Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing…

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Abstract

Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits. The present study adapts a scale for measuring benefits that drive consumer preferences for craft beer. As part of this process, five dimensions of utility are identified, such as functional, value for money, social, positive and negative emotional benefit. In order to support decisions on market segmentation and brand positioning, those dimensions of benefit are profiled against consumer brand preferences, lifestyle segments, demographic and behavioral variables. Based on the results, guidelines for communication strategies are offered that address the benefits sought by specific segments more holistically.

Details

Journal of Consumer Marketing, vol. 21 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 31 May 2013

Liz Thach, Steve Cuellar, Janeen Olsen and Tom Atkin

The purpose of this paper is to compare and contrast wine sales in neighboring franchise law and non‐franchise law states in order to determine impact on wine price, consumer…

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Abstract

Purpose

The purpose of this paper is to compare and contrast wine sales in neighboring franchise law and non‐franchise law states in order to determine impact on wine price, consumer choice, consumer satisfaction, and stakeholder perception.

Design/methodology/approach

The study used qualitative interviews with 14 wineries, distributors, and retailers, statistical analysis of Nielsen Scantrack data, and an online survey of 401 wine consumers in Georgia and Florida, USA.

Findings

Results show statistical proof that Florida offers more wine selection and lower wine prices on matching brands than Georgia. Qualitative interviews indicate wineries, distributors, and retailers perceive differences in wine choice, price, and overall operating costs in these two states. However, there was no statistical difference between a sample of 401 consumers from Georgia and Florida when asked about their satisfaction level with wine choice and pricing within their state.

Research limitations/implications

For practical purposes, the research was limited to only two US states. It would be useful to duplicate this study in other states.

Practical implications

Practical implications include the need for new wineries desiring to enter franchise law states to carefully research regulations and distributors before making a commitment, as well as the social issue of less wine choice and higher prices for consumers in Georgia versus Florida.

Originality/value

This is the first empirical study in the USA to focus on the impact of wine franchise laws on consumer choice and wine price. It yields useful information that contributes to the body of knowledge for wine and policy research.

Details

International Journal of Wine Business Research, vol. 25 no. 2
Type: Research Article
ISSN: 1751-1062

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