Article2010

An exploration of loyalty determinants in Greek wine varieties

Athanasios Krystallis · Polymeros Chrysochou

30 citations0/0 files storedEuroMed Journal of Business

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Wine Industry and Tourism Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This paper aims to provide a deeper understanding of the market structure of Greek red and white wine varieties and to measure the loyalty behaviour of frequent wine buyers in Greece. Design/methodology/approach The study measures brand performance and loyalty of four different Greek wine varieties. Based on stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. To measure loyalty behaviour, the polarisation index φ (phi) is used as a measure to model both loyalty to the brand name and specific wine attributes and their levels. Findings The findings of the present study point to the conclusion that each one of the four Greek wine varieties under examination exhibits its own market structure and loyalty profile, whereas price, quality certification and winemaker's size seem to function as loyalty stimulators more effectively for white wines. Moreover, it is also clear that the (Greek) origin or type of the wine variety per se does not constitute a particularly important loyalty component in the marketing mix of the Greek red and white wines examined here. Research limitations/implications Wine has always been one of the most challenging product categories to investigate. Many product‐related attributes contribute to building loyalty; this attribute‐based loyalty is often hard to delineate and take into account. Moreover, the present methodology is based on stated preference data, whereas revealed preference data could be the ideal for applying the specific methodology. Originality/value Few studies, if any, have used the present methodological approach to explore the issue of loyalty in the case of wine.

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References

2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1998Constructive Consumer Choice Processes 1978Brand Loyalty: Measurement and Management 1976A Two-Dimensional Concept of Brand Loyalty 1923Relation of Consumers' Buying Habits to Marketing Methods 1984The Dirichlet: A Comprehensive Model of Buying Behaviour 2003Understanding brand performance measures: using Dirichlet benchmarks

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2012Quality assurance labels as drivers of customer loyalty in the case of traditional food products 2020Study on the importance of wine bottle design on consumer choices 2021The Dirichlet model in marketing 2015An Investigation of Variation in Brand Growth and Decline across Categories 2018Exploratory wine consumer behavior in a transitional market: The case of Poland 2011Is the polarization index a valid measure of loyalty for evaluating changes over time?

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