Insights into Vodka consumer attitude and purchasing behaviors

Catherine Prentice and Nikolai Handsjuk

Journal of Retailing and Consumer Services, 2016, vol. 32, issue C, 7-14

Abstract: This study investigates the relationships between the relevant marketing factors and Vodka purchasing behavior and brand preference in Australia. The factors examined in this study include branding, country of origin, packaging, and social media. The theory of planed behavior is deployed to understand how consumers' perception or attitude towards Vodka affect their purchase and loyalty to the brand. This study provides insights into how the selected marketing factors affect Vodka purchasing behaviors among Australian consumers. Findings of this study particularly suggest that the relevant marketers should allocate more resources to build strong brand image, brand awareness, and positive brand perceptions. Implications are highlighted for researchers and practitioners.

Keywords: Alcohol marketing; Vodka, branding; Packaging; Country of origin; Loyalty (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:32:y:2016:i:c:p:7-14

DOI: 10.1016/j.jretconser.2016.05.009

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