Purpose – The purpose of this paper is twofold: to give a descriptive outlook of the competitive environment in the UK wine market, and then to show the presence of “consumer confusion” elements in it. Design/methodology/approach – The consumer confusion concept has been considered as a framework in order to test the existence of the principal elements of consumer misunderstanding in the buying process. Data have been collected from secondary sources and through in‐depth semi‐structured interviews among a sample of 40 stakeholders of the wine supply chain in the UK. Findings – The main findings prove the existence of the essential characteristics that can generate a certain degree of consumer confusion, and the relative consciousness of key informants that some strategies need to be adopted to reduce it, although only a few have already been performed. Originality/value – This paper is probably the first work that tests the consumer confusion conditions through a qualitative analysis following the expectations of previous research conducted by Drummond and Rule.
British Food Journal – Emerald Publishing
Published: Jun 13, 2008
Keywords: Wines; Consumer behaviour; Depth interviews; Supply chain management; Marketing mix; United Kingdom
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera