Wine product bundling: Who are the consumers? An exploratory study

Mathews, Christopher, Somogyi, Simon and Van Zanten, Rob (2011). Wine product bundling: Who are the consumers? An exploratory study. In: ANZMAC 2011 conference proceedings. Australian and New Zealand Marketing Academy Conference 2011 (ANZMAC 2011), Perth, WA, Australia, (). 28 - 30 November 2011.

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Author Mathews, Christopher
Somogyi, Simon
Van Zanten, Rob
Title of paper Wine product bundling: Who are the consumers? An exploratory study
Conference name Australian and New Zealand Marketing Academy Conference 2011 (ANZMAC 2011)
Conference location Perth, WA, Australia
Conference dates 28 - 30 November 2011
Proceedings title ANZMAC 2011 conference proceedings
Place of Publication Perth, WA, Australia
Publisher ANZMAC
Publication Year 2011
Sub-type Fully published paper
Total pages 8
Collection year 2012
Language eng
Abstract/Summary Product bundling is a widespread marketing strategy (Stremersch & Tellis, 2002; Yadav, 1994; Yadav & Monroe, 1993). Part of the attraction of a bundle is that the price is less than the sum of the prices for each of the products in the bundle. The strategy has been most recently used by large retailers in Australia, particularly liquor retailers who often bundle wine with other liquor products. However, there exists a paucity of research into consumer behaviour regarding wine product bundles. Hierarchical segmentation analysis via K-Mean cluster analysis was used to examine the nature of consumers’ perceptions of wine product bundles and commonalities among those consumers. Three clusters of wine product bundle consumers were identified. The information gained from this exploratory study was aimed at assisting the wine industry when formulating wine product bundles for the consumer.
Keyword Product bundling
Segmentation
Wine bundling
Wine
Q-Index Code E1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Conference Paper
Collections: Official 2012 Collection
School of Agriculture and Food Sciences
 
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Created: Tue, 06 Mar 2012, 11:22:46 EST by Dr Simon Somogyi on behalf of School of Agriculture and Food Sciences