Purpose – The purpose of this paper is to put forward the hypothesis that the demand for wine can be partly explained by social phenomena. Design/methodology/approach – A general framework considers social phenomena. A literature review in the domain of wine shows that these aspects may constitute an interesting line of study in order to explain the demand for wine. This paper proposes an original model taking into account phenomena of imitation or phenomena of opposition between different social groups, in order to explain changes in the demand for wine. The paper shows the existence or the absence of stable equilibriums Findings – The proposed model is applied here to three different products conveying a strong social dimension (in the domain of Wine) but it could surely be applied to other goods (luxury goods, fashion, cars, etc). Amplifying this work will consist in characterizing the conditions for the existence of stable points in the model according to the social and idiosyncratic parameters of the system. Originality/value – This original approach of the demand for wine has important managerial implications. The paper suggests, in fact, a price strategy based on the rate of buyers observed in different social groups.
International Journal of Wine Business Research – Emerald Publishing
Published: Aug 22, 2008
Keywords: Wines; Consumer behavior; Social status; Social interaction
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