1,720,969 research outputs found
Does objective and subjective knowledge vary between opinion leaders and opinion seekers? Implications for wine marketing
No full textWine is a heterogeneous, information-rich offering, with a plethora of brands in the market. Knowledge of wines amidst such diversity understandably varies. In addition, some offer opinions on wine while others seek them. Yet, the interplay between opinion leadership and opinion seeking, on the one hand, and wine knowledge, both objective and subjective, has received little attention by wine marketing researchers. Thus, this paper explores the relationships between opinion leadership and opinion seeking among wine consumers, and investigates whether objective and subjective knowledge varies between opinion leaders and seekers. An online survey was used to collect data on the four constructs and correlation analysis was undertaken to investigate the relationships between them. Key findings indicate that those who tend to seek opinions about wine tend not to have high objective knowledge of wine, as may be expected. On the other hand, opinion leaders think that they know about wine, and generally are objectively knowledgeable. Thus, their influence on others is not only based on communication, but on fact, representing a valuable source of influence for wine marketers. Understanding target consumers’ wine knowledge levels can potentially impact every aspect of wine marketing strategy
Knowledge effects on the exploratory acquisition of wine
No full textPurpose – This paper aims to determine whether exploratory wine purchasing behaviour is affected by consumers’ objective and subjective wine knowledge. Design/methodology/approach – A questionnaire was developed using recognised scales for exploratory consumer tendencies, objective and subjective wine knowledge. The survey was administered using the MTurk platform. A factor analysis was first used to test the psychometric properties of the measures of the three constructs. Once the robustness of the measures was ascertained, cross-tabulations and testing via ANOVA’s of the demographics of age, gender, weekly wine consumption and education on the constructs was undertaken. In addition the causal relationship of subjective and objective wine knowledge on exploratory purchase behaviour was investigated via the use of multiple regression analysis. Findings – The results show that consumers with more real (objective) knowledge of wines are more likely to participate in exploratory wine purchasing. Objective wine knowledge is greatest amongst older consumers and those who consume more wine. Research limitations/implications – While attempts were made to limit biases due to the research approach, the results may lack generalisability because a US sample only, was used. Recommendations for future research extending the sample population as well as for changes to the question formats are suggested. Practical implications – The findings of this study have implications for wine marketers in that marketing strategies and activities (labelling, distribution, media, etc.) may need to be adapted depending on the exploratory purchasing behaviour and wine knowledge of their target customers. Originality/value – Exploratory wine acquisition behaviour is important to wine marketers. This behaviour encourages trial but, at the same time, impacts brand loyalty. This paper identifies the characteristics of consumers in terms of wine knowledge, consumption and demographics most likely to exhibit this behaviour and provides support for the need for marketers to identify these consumers and adapt their marketing activities targeting them
Corporate branding: an investigation into how loyal Pietermaritzburg and surrounding areas' shoppers are to their preferred grocery stores.
Get PDFMasters Degree. University of KwaZulu-Natal, Pietermaritzburg.No abstract available
Consumer Knowledge: A New Basis for Segmentation?
No full textWhat consumers know about a product affects many aspects of their behaviour and is particularly important for marketers to understand when it comes to information-intensive products. The purpose of this paper is to understand the components and antecedents of consumer knowledge of wine, an information-intensive product, and to investigate consumer knowledge as a potential basis for wine market segmentation and targeting. A survey using the MTurk platform found that consumers differ in their levels and types of knowledge. A new and useful basis for segmenting the wine market is proposed which may have use for other information-intensive product markets.</p
Consumer knowledge and its implications for aspects of consumer purchasing behaviour in the case of information-intensive products
No full textThe purpose of this research was to better understand consumer knowledge, its constituents, antecedents and consequences or implications for other consumer behaviours so as to assist wine marketers and marketers of other information-intensive products with their marketing strategy development. Wine is a complex product difficult for consumers to evaluate particularly prior to purchase but it is also a difficult product for marketers. Wine has a very large number of both intrinsic and extrinsic attributes. As a result of the numerous attributes and the multitude of combinations of these attributes there is a plethora of wine brands available making for a highly competitive industry and a complicated product for consumers. Consumer knowledge affects all aspects of consumer purchasing behaviour and is thus an important phenomenon for marketers to research and understand. Consumer knowledge also affects all aspects of the marketing strategy developed to satisfy target segments. Marketing decision makers need to understand consumers to be able to analyze and profile segments, choose target markets and develop marketing strategies that will best align with those target markets. Calls particularly for better understanding of different segments within the wine market provide justification for this research. The research problem was divided into three components: Consumer wine knowledge constituents, Antecedents of consumer wine knowledge and the Implications of consumer wine knowledge. The latter component of the research problem explored the implications of consumer wine knowledge for segmentation, as well as the relationships between consumer wine knowledge and exploratory purchasing behaviour, variety-seeking behaviour and opinion leadership and opinion-seeking behaviours. This study provides evidence of the existence of two distinct constituents of consumer knowledge i.e. what consumers know (objective knowledge) and what they think they know (subjective knowledge) and these constituents in the context of wine are significantly related. However it is also clear that these constituents are significantly different, with different antecedents and implications for other consumer behaviours. This study provides a visual depiction of a simplistic nomological map developed for the construct of consumer knowledge based on the studies reported in this thesis in the context of an information-intensive product such as wine. Objective knowledge is largely driven by demographic antecedents, specifically age, gender and education while subjective knowledge is mostly driven by, or affected by consumption. On the implications side of the map, objective knowledge significantly positively correlates with exploratory acquisition, and opinion leadership while subjective knowledge is positively related to opinion leadership and negatively to opinion-seeking behaviours. Theoretical implications as well as recommendations for wine marketers and researchers are provided.QC 20151217</p
The Effect of Wine Knowledge Type on Variety Seeking in Wine Purchasing
No full textWith wine being a prolific, but complex and information-intensive product, it is important for marketers to understand the behaviors and characteristics of different wine market segments, in order to better target their marketing strategies to these different segments’ needs. Yet little is known about how the characteristics of consumers’ subjective and objective knowledge of wine impact their variety seeking purchasing behavior. Our results show that wine knowledge types are a significant predictor of variety seeking purchasing behavior of wine. This suggests that marketers should adapt their segmentation, targeting and channel strategies to individual knowledge types to be more successful. </p
Big Five personality traits and financial salesperson performance : An application of Chernoff faces
No full textIdentifying the personality traits of effective sales people has been a long-standing challenge to sales managers and researchers in a wide range of contexts, from business to business, to retail and services. A definitive identification of the characteristics of the ideal salesperson remains elusive. We investigate the impact of the Big 5 personality traits on the performance of salespersons in a large financial services organization, our purpose being to graphically illustrate how personality traits differ, according to different levels of sales performance. We present the results graphically using Chernoff faces. The study demonstrates that this approach provides valuable insights to sales managers, and has several possible applications in relation to financial salesperson-performance management.</p
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
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