The influence of product knowledge on the relative importance of extrinsic product attributes of wine

Robertson, Jeandri; Ferreira, Caitlin; Botha, Elsamari

doi:10.1080/09571264.2018.1505605

Cited by 37 publications

(22 citation statements)

References 61 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…In addition to these limitations, a substantial body of literature on wine marketing exists that examines influences on brand positioning like consumer's perceived and objective product knowledge (e.g. Robertson et al, 2018;Robson et al, 2014), or the use of specific extrinsic product attributes employed by consumers to help evaluate a brand's position (Robertson et al, 2018). A broader, consumer-oriented study could aim to both validate the producer-centric view taken in this research and evaluate if the classification in the AO typology does indeed yield actionable results.…”

Section: Limitations and Suggestions For Future Researchmentioning

confidence: 99%

Great wine from the great white north? Producer’s product positioning and marketing mix for Canadian icewine

Paschen

Kerruish

White

2021

Journal of Wine Research

View full text Add to dashboard Cite

Icewine is a sizable niche in the Canadian wine industry that has attracted little attention from marketing and branding researchers. A first step in understanding the marketing mix and brand positioning strategies was to develop a modified Aesthetics and Ontology (AO) framework to classify consumers of luxury wines and spirits specifically focused on icewine. This paper examines where Canadian icewine producers place their brand and consumers within this AO typology. The authors applied a thematic analysis approach to categorize five semistructured interviews with representatives of Canadian icewine producers. The modified AO framework was applied to the findings to assess the positioning of the respective icewine brands. The analysis uncovered decidedly homogenous approaches to the positioning and marketing of Canadian icewine. Most purchasers were regarded as novices, with the largest portion of purchases occurring at duty free retail locations; on-site winery experiences comprise a secondary channel. Applying the modified AO framework, the predominant customer group was identified as the 'carouser'. Product variances, pricing strategies, and product packaging were comparatively minor. This homogenous approach to branding and marketing mix should be further explored to understand the potential for alternative and distinct positioning methodologies for Canadian icewine producers.

show abstract

Section: Limitations and Suggestions For Future Researchmentioning

confidence: 99%

Great wine from the great white north? Producer’s product positioning and marketing mix for Canadian icewine

Paschen

Kerruish

White

2021

Journal of Wine Research

View full text Add to dashboard Cite

show abstract

“…Gil and Sánchez [45] vary wine price, age, and origin and find that, in the absence of other quality cues, the origin is the most important wine attribute. Robertson et al [46] examine the subjective knowledge about wine associated with the relative importance of four extrinsic product attributes. They find knowledge of wine age, brand, and the region of wine origin to be increasingly impor-Premium price for natural preservatives in wine: a discrete choice experiment tant, whilst the price of wine was the dominant attribute regardless of the level of product knowledge.…”

Section: Literature Reviewmentioning

confidence: 99%

Premium price for natural preservatives in wine: a discrete choice experiment

Chikumbi

Ščasný

Muchapondwa

et al. 2021

WEP

View full text Add to dashboard Cite

The South African wine industry has recently launched the world’s first ‘no sulphite added’ wine made from indigenous Rooibos & Honeybush toasted wood chips. This wood chip contains antioxidant properties known to protect wine from oxidation. On the other hand, SO2 as a preservative, is often perceived by wine consumers as causing headaches and migraines. Differentiated wines based on their SO2 content may be a profitable marketing avenue for the struggling industry. We interviewed more than 600 wine consumers to investigate their perceptions of wine preservatives and preference for several wine attributes. Specifically, we use discrete choice experiments to elicit willingness to pay for the innovative alternative based on Rooibos & Honeybush wood chips. In addition to wine preservatives, we also examine consumers’ preferences for organic wine attributes and wine quality measured by a 100-point quality score and cost. Based on the results from the mixed logit model, we find that consumers are willing to pay an additional €3.53 (R56.48) per bottle of wine with natural Rooibos & Honeybush wood chips, while they are ready to pay €1.22 (R19.52) more for organic wine and €0.10 (R1.60) for each point on the quality score. Consumer preferences are not statistically different between red and white wine but differ considerably across consumers. In particular, those who believe SO2 in wine causes headaches are willing to pay at least three times more for replacing sulphur-based preservatives with a natural one. Marketing implications are offered for the wine industry.

show abstract

“…Berdasarkan telaah dan kajian penelitian terdahulu, maka dapat disusun hipotesis sebagai berikut : H3 : Electronic word of mouth memiliki pengaruh positif dan signifikan terhadap purchase intention Berdasarkan kajian pustaka dan hasil-hasil penelitian terdahulu maka dapat dilihat kerangka konseptual sebagai berikut: Product knowledge dalam penelitian ini adalah kumpulan berbagai informasi mengenai suatu produk. Pengetahuan ini meliputi kategori produk, merek, terminologi produk, atribut atau fitur produk, harga produk dan kepercayaan terhadap produk (Robertson et al, 2018). Adapun Indikator product knowledge: subjective knowledge / perceived knowledge, objective knowledge, experience based knowledge Electronic word of mouth dalam penelitian ini adalah pernyataan positif atau negatif yang dibuat oleh pelanggan potensial, aktual, mantan pelanggan tentang produk atau perusahaan melalui internet (Huete-Alcocer, 2017).…”

Section: Tabel 1 Data Penjualan Specsunclassified

Brand Image, Product Knowledge, Dan Electronic Word of Mouth Berpengaruh Terhadap Purchase Intention

Saputra

2020

EJMUNUD

View full text Add to dashboard Cite

ABSTRAKPersaingan pasar sepatu olahraga di Indonesia semakin ketat, hal tersebut dikarenakan banyaknya produsen asing dan lokal yang berlomba memperluas pangsa pasarnya di Indonesia. Pentingnya memahami perilaku konsumen telah menjadi perhatian penting berbagai macam industri salah satunya yaitu industri sepatu olahraga futsal. Penelitian ini bertujuan untuk menjelaskan pengaruh brand image, product knowledge dan electronic word of mouth terhadap purchase intention pada produk sepatu Specs. Penelitian ini dilakukan di Kota Denpasar, menggunakan kuesioner secara online, dengan 120 responden. Penentuan sampel menggunakan purposive sampling. Teknik analisis yang digunakan adalah teknik analisis regresi linear berganda. Hasil penelitian menunjukan bahwa variabel brand image, product knowledge, electronic word of mouth secara parsial dan simultan berpengaruh positif dan signifikan terhadap purchase intention. Perusahaan sepatu Specs harus peningkatan dalam brand image, product knowledge dan electronic word of mouth sehingga purchase intention konsumen semakin meningkat. Kata kunci : brand image, product knowledge, electronic word of mouth, purchase intention ABSTRACT The competition for the sports shoes market in Indonesia is getting tougher, due to the large number of foreign and local producers competing to expand their market share. The importance of understanding consumer behavior has become an important concern of various industries, one of which is the futsal sport shoes industry. This study aims to explain the effect of brand image, product knowledge and electronic word of mouth on purchase intention on Specs shoe products. This research was conducted in Denpasar, using an online questionnaire, with 120 respondents. Determination of the sample using purposive sampling. The analysis technique used is multiple linear regression. The results showed that the variable brand image, product knowledge, electronic word of mouth partially and simultaneously had a positive and significant effect on purchase intention. Specs shoe companies must increase brand image, product knowledge and electronic word of mouth so that consumer purchase intention increases.

show abstract

The influence of product knowledge on the relative importance of extrinsic product attributes of wine

Cited by 37 publications

References 61 publications

Great wine from the great white north? Producer’s product positioning and marketing mix for Canadian icewine

Great wine from the great white north? Producer’s product positioning and marketing mix for Canadian icewine

Premium price for natural preservatives in wine: a discrete choice experiment

Brand Image, Product Knowledge, Dan Electronic Word of Mouth Berpengaruh Terhadap Purchase Intention

Contact Info

Product

Resources

About