Understanding Consumer Behavior

Pierre Mora
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Pierre Mora: KEDGE Business School

Chapter 2 in Wine Positioning, 2016, pp 17-29 from Springer

Abstract: Abstract Consumer's behavior has long been stable. Then wine buyers started to desire differentiation. Their involvement with wine is now often complex. The aim of this chapter is to discover and understand the behavior of consumers and wine buyers.

Keywords: Distribution Channel; Customer Relationship Management; Mass Market; Wine Industry; Wine Consumption (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-24481-5_2

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DOI: 10.1007/978-3-319-24481-5_2

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