 A better understanding of the structure of a wine market using the attribute of varietyJustin Cohen, Larry Lockshin and Byron Sharp International Journal of Business and Globalisation, 2012, vol. 8, issue 1, 66-80 Abstract: The enhanced value of exploring attributes in the description of the structure of a wine market has been shown. In this paper, the attribute of variety is highlighted to illustrate this fact. A sample of revealed preference data obtained from a loyalty programme of a high-end retail chain in Australia is evaluated using 'observed' performance measures, the 'double jeopardy' phenomenon, polarisation and duplication of purchase. The market is classified by variety into managerially useful segments of 'excess loyalty', 'niche' and 'change of pace' behaviour. The myth of a separate white and red wine category has been dispelled. This research confirms the emerging role of Australia in attribute-based wine market research in the 21st century. Keywords: marketing; observed measures; performance measures; double jeopardy; polarisation; purchase duplication; Australia; market structures; wine markets; enhanced value; variety attributes; revealed preference data; loyalty programmes; high-end retailing; retail chains; excess loyalty; niche markets; change of pace behaviour; white wines; red wines; attribute-based research; market research; Vintage Cellars; business; globalisation; wine industry; alcohol. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:8:y:2012:i:1:p:66-80 Access Statistics for this article More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd |
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