Consumer evaluation of retail wine stores

• Autores: PIERRIS KAHRIMANIS, Larry Lockshin
• Localización: Journal of wine research, ISSN 0957-1264, Vol. 9, Nº 3, 1998, págs. 173-184
• Idioma: inglés
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• Resumen

  • This research investigates what attributes wine shoppers use to evaluate retail wine shops. Interviews were used to elicit a range of wine store attributes and then a survey was constructed incorporating those attributes. Respondents rated the importance of attributes and then rated a specific wine shop's performance on the same attributes. Affective attributes relating to staff performance rated highly, as did functional attributes such as the range of wines and pricing. The 45 attributes were formed into six general factors and these factors were used in a discriminant analysis to produce a positioning map of eight different wine stores. The managerial significance of the results are discussed in the context of the proper positioning of wine stores.