search query: @indexterm Wine industry / total: 141
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| Author: | Gluckman, R. L. |
| Title: | A consumer approach to branded wines. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:4, p. 27-46 |
| Index terms: | WINE INDUSTRY BRANDS CONSUMER BEHAVIOUR MARKETING |
| Language: | eng |
| Abstract: | Major factors affecting the international wine and spirit trade are considered. Consumer behaviour is described in detail. Main historical trends of the wine market, segmentation of the current market, priorities in choosing wine, labelling of packs, packaging, the importance of the country of origin are discussed. A number of general propositions are put forward the main purpose of which is to redirect the production-oriented influence of the wine trade to a consumer-oriented approach. Points for further consideration are listed. |
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