A replication and extension of wine retail consumer purchase patterns: double jeopardy and duplication of purchase laws
Damien Wilson,
Maxwell Winchester,
Michael S. Visser
Abstract:Purpose
This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.
Design/methodology/approach
Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by… Show more
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