Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10492738 | Journal of Business Research | 2016 | 6 Pages |
Abstract
Recently, the wine sector is developing very interesting market dynamics, both for old-world countries (as regards wine) and new world ones. Furthermore, old-world countries still have a product orientation, whereas new-world ones have a market orientation. Starting from the 4Ps model (product, price, promotion, and place), this study develops a theoretical framework specifically for wine-marketing mix. This study draws on a literature review on marketing mix variables-and the role of knowledge in consumer purchase behavior-to propose the 4Es formula (expertise, evaluation, education, and experience) based on a certain knowledge of the consumer/taster. Thus, an experimental marketing action applies the concept of wine marketing mix, according to the 4Es model, to a panel of consumers. The results, although with some limitations, support the relevant contribution of knowledge to the wine-marketing mix.
Keywords
Related Topics
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Business, Management and Accounting
Business and International Management
Authors
Giuseppe Festa, Maria Teresa Cuomo, Gerardino Metallo, Antonio Festa,