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https://hdl.handle.net/2440/80978
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Type: | Journal article |
Title: | Domain-specific consumer involvement in the U.S. wine market |
Author: | Montgomery, Ingvill Kaasin Bruwer, Johan de Wet |
Citation: | Journal of Food Products Marketing, 2013; 19(5):439-462 |
Publisher: | Taylor & Francis |
Issue Date: | 2013 |
ISSN: | 1045-4446 |
School/Discipline: | School of Agriculture, Food and Wine |
Statement of Responsibility: | Ingvill Kaasin Montgomery, Johan Bruwer |
Abstract: | An 18-item multidimensional scale was developed to measure wine consumer involvement level impact on behavior and consumption dynamics. Data were collected at wine tasting events in Portland, Oregon, U.S., yielding a final sample size of 101 respondents. Male wine consumers do not display a higher level of involvement with wine as a product than females, and neither do consumers 45 years and older in comparison with younger consumers. Consumers with high education and income levels do not use these as a basis of their involvement level with wine. Price is not more frequently used by low involvement wine drinkers in the wine purchasing decision. |
Keywords: | involvement; wine; consumer behavior; domain-specific; scale development |
Rights: | Copyright © Taylor & Francis Group, LLC |
DOI: | 10.1080/10454446.2013.807410 |
Appears in Collections: | Agriculture, Food and Wine publications |
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