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External Search Effort for Wine

External Search Effort for Wine The existence and extent of consumers' external search effort has been deliberated by consumer behaviour theorists for several decades. Research has largely focused on durable goods such as automobiles for which there is a high monetary risk. This study considers a nondurable product, wine, where there are several hundred alternatives. Furthermore, knowledge of the product's attributes are difficult to assess by visual inspection of the product. Thus it is presumed that consumers would conduct a search for information prior to their purchase, in particular making use of expert opinion by reading wine reviews and books. Results show that there is very little external search effort undertaken prior to entering the store. Furthermore, the two highest ranked information sources, point of sale material and labels, are only rated somewhat important. Overall there is no one overriding information source but several sources cumulate to provide the information consumers require. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

External Search Effort for Wine

Chaney, Isabella M.
International Journal of Wine Marketing , Volume 12 (2): 17 – Feb 1, 2000
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References (22)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb008706
Publisher site
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Abstract

The existence and extent of consumers' external search effort has been deliberated by consumer behaviour theorists for several decades. Research has largely focused on durable goods such as automobiles for which there is a high monetary risk. This study considers a nondurable product, wine, where there are several hundred alternatives. Furthermore, knowledge of the product's attributes are difficult to assess by visual inspection of the product. Thus it is presumed that consumers would conduct a search for information prior to their purchase, in particular making use of expert opinion by reading wine reviews and books. Results show that there is very little external search effort undertaken prior to entering the store. Furthermore, the two highest ranked information sources, point of sale material and labels, are only rated somewhat important. Overall there is no one overriding information source but several sources cumulate to provide the information consumers require.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Feb 1, 2000

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