European Journal of Marketing: Volume 22 Issue 9

Consumer Risk Perception in the UK Wine Market

Vincent‐Wayne Mitchell, Mike Greatorex

With the growing urgency to reduce Europe's swelling “wine lake”, further growth in underdeveloped markets is being hampered, in part, by the risks involved in purchasing wine…

Marketing and Information Technology

Deborah Martell

The changes to be expected in the marketing field as information technology becomes a more widely accepted phenomenon are highlighted. Specifically, attention is focused on the…

An Analysis of Choice Criteria Using Conjoint Analysis

Keith Fletcher

The trade‐off consumers make when acquiring a video recorder is investigated in both rental and buying situations. Out of five factors, product features were consistently rated as…

Marketing the Political Product

David M. Reid

That the business of vote winning is essentially a marketing problem is illustrated, and how knowledge of consumer behaviour can be interrelated with the principles of persuasion…