Buying wine on promotion is trading‐up in UK supermarkets

Caroline Ritchie

27 citations0/0 files storedInternational Journal of Wine Business Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Wine Industry and Tourism Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Purpose Most wine in the UK is sold in supermarkets and most of this on promotion. This holds down average bottle price squeezing profit margins when wine is sold below‐the‐line. This paper aims to develop understanding of what currently influences consumers to buy in supermarkets and what might influence them to trade‐up. Design/methodology/approach Literature related to supermarket shopping and to wine buying in an off‐trade environment was reviewed. Several issues which may influence wine buying in supermarkets in the UK, particularly the impetus to trade‐up, were identified. An exploratory study using focus groups followed to explore these issues in further depth. Findings Wine bought along with groceries can be seen to be as ordinary as any other fast moving consumer good. This perception influences consumers’ wine buying behaviour in supermarkets. In particular it influences perceptions of suitability and price. Research limitations/implications This was an exploratory study with a small sample population and so cannot be taken to be fully representative of the whole UK adult population. Nevertheless, it raises many significant issues in relation to wine buying in supermarkets, all of which would benefit from further research. Practical implications The results highlight areas where all off‐licences, particularly supermarket chains, could usefully review their current marketing strategies. Originality/value This study highlights the fact that there are two wines in many consumers’ minds. Much wine related research has been undertaken at the high involvement, luxury end of the market, but very little at the low involvement, ordinary end where most sales take place. This paper starts to address this issue.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 27 citations exist upstream.

References

2003Good practice in the conduct and reporting of survey research 2005An exploratory look at supermarket shopping paths 2005Differential Effects of Experience, Subjective Knowledge, and Objective Knowledge on Sources of Information used in Consumer Wine Purchasing 2008The Impact of Gurus: Parker Grades and en Primeur Wine Prices 1989Risk Reducing Strategies Used in the Purchase of Wine in the UK 1986A Consumer Approach to Branded Wines 1995Purchasing behaviour in the Northern Ireland wine market 2007Women wine consumers: information search and retailing implications

Cited by

2016Entertainment marketing, experiential consumption and consumer behavior: the determinant of choice of wine in the store 2022Indian women consumers’ wine choice: a study based on conjoint analysis 2020Wine-related lifestyle segmentation in the context of urban Indian consumers 2022Drinking in style? Literature review of luxury wine consumption 2015Wine consumption and sales strategies: The evolution of Mass Retail Trading in Italy

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.