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Repertoire and frequency of consumption in wine: Are heavy buyers more loyal to product attributes?

Polymeros Chrysochou · Athanasios Krystallis

5 citations0/0 files storedAdelaide Research & Scholarship (AR&S) (University of Adelaide)

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

Abstract

Frequency of consumption has always been an important criterion for characterising and segmenting buyers. The aim of this paper is to provide a deeper understanding of the repertoire and loyalty structures between heavy and light wine buyers. Based on a study conducted with stated preference data, basic brand performance measures are estimated through Juster purchase probabilities of brand choice. The polarisation index f (phi) is used as a measure to model loyalty. Results show that light buyers have a wider repertoire than heavy buyers, buying more small brands. In terms of loyalty, heavy buyers are more loyalty prone than light buyers, both as regards the brand name and the wine attributes examined in this study.

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References

1998Constructive Consumer Choice Processes 2007The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty 2003Understanding brand performance measures: using Dirichlet benchmarks 1984The Dirichlet: A Comprehensive Model of Buying Behaviour 1991Repeat-Buying: Facts, Theory and Applications.1993Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing 2003Wine produced by organic grapes in Greece: using means—end chains analysis to reveal organic buyers' purchasing motives in comparison to the non-buyers 1964How Important to Marketing Strategy Is the "Heavy User"?

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