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Article Information:
Title:
Purchasing behaviour in the Northern Ireland wine market
Author(s):
Caroline Keown, Mura Casey
Journal:
Year:
1995
Volume:
Issue:
Page:
17 - 20
ISSN:
0007-070X
DOI:
10.1108/00070709510077935
Publisher:
MCB UP Ltd
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Abstract:
A dynamic process of structural change is currently under way in
the global wine industry. Historically, the wine industry has been
dominated by the traditional wine-producing countries of Europe.
However, forces of change in the commercial environment have encouraged
an influx of wines from countries such as California, Chile, Australia
and New Zealand, to name but a few. As the portfolio of wines on the
market continues to expand, the challenge for survival of both new and
traditional wine-producing countries is intensified. This study of the
Northern Ireland wine market is based on the results of a questionnaire
which was distributed through off-licences in Northern Ireland. Two
hundred and ten questionnaires were distributed with a response rate of
57 per cent. Key findings included: country of origin is the most
important factor when customers are selecting wine; word of mouth
recommendation is most likely to influence the type of wine chosen; most
of those surveyed usually spend between £3.50 and £4.49 on a
bottle of wine; French wines are popular with those surveyed but
Liebfraumilch is the favourite wine.
Keywords:
Northern Ireland, Purchasing, Wines and spirits
Article Type:
Case study