Wine Consumer Behavior

WINE CONSUMER BEHAVIOUR: AN IRISH WINE MARKET ANALYSIS. A LITERATURE REVIEW. Sarah Geraghty Shannon College of Hotel Management sarahgeraghty@shannoncollege.com ABSTRACT The Irish fuddle market, worth €1.65 gazillion in 2009 (DIGI, 2010), has experienced unprecedented growth in the make it fifteen years, growing from an 8% share of the overall cloudburst beverage market in Ireland in 1994 (WDB, 2007) to 22% in 2007 (DIGI, 2009). Relative to the long history of vino making and booze drinking, the marketing of wine is in its infancy (Thomas and Pickering, 2003). With approximately 1,451,000 wine drinkers (WDB, 2004) Ireland is an attractive and profitable target market for international wine brands. This research aims to analyse the consumer behaviour of Irish wine drinkers, to lead marketers with an insight into the purchase choices of consumers. A profile of breathing in patterns give provide marketers with valuable occlusiveers on the type of wine like and the wine attributes that appeal to Irish wine drinkers. These pointers can depose brand positioning strategies, in particular labelling, advertising and point of sale decisions. This paper is a literature review of wine consumer behaviour theory as applied to the Irish market.

Assaels 2004 model of consumer behaviour is adapted to a wine consumption context and three areas of influences on behaviour are reviewed; several(prenominal) influences, decision making process influences and environmental influences. The review identifies patterns in Irish wine consumer behaviour, such as preference among wine consumers for wine from Australia and Chile. Irish consumers have a preference for crimson wine, particularly shiraz/syrah and Irish wine consumers identify price, style and neighborhood of origin as the most important product attributes when choosing wine. patch the literature provides valuable insights into Irish consumer behaviour and preferences, there is lilliputian understanding of how the wine consumer behaviour... If you want to get a serious essay, order it on our website: Orderessay

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