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Cyprus’s Wine Market: Influencing Factors of Consumer Behaviour as Part of Destination Marketing

Andreas Masouras (), Ioannis Komodromos and Christos Papademetriou
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Andreas Masouras: Neapolis University Paphos
Ioannis Komodromos: Neapolis University Paphos
Christos Papademetriou: Neapolis University Paphos

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 637-644 from Springer

Abstract: Abstract The aim of this article is to highlight some of the intangible factors influencing consumer’s behaviour when it comes to purchasing wine in Cyprus’s market. By the term intangible factors the article refers to the external influences that affects an individual’s judgment; this could be its culture, environment, lifestyle or social status, across with many more. The article focuses on unveiling the average price that locals and tourists are willing to spend for a bottle of wine. The most common location of purchase and how often this occurs. Finally, it will show the most effective marketing technique that influence both local and tourist consumers to “seal the deal” and make the purchase. The collection of data was a 2-phase procedure; originally, 300 questionnaires were distributed through face-to-face interaction with consumers or through an online questionnaire send by email. Valid questionnaires (173) were then recorded to a shared database for analysis (Microsoft Excel). This procedure has formed the conclusions and recommendations of this article.

Keywords: Consumer behavior; Wine marketing; Destination marketing; Oenological marketing (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_73

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