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Willingness to Pay for Personalized Wine Advertising : An Experiment with Bourgogne Wines
| Content Provider | Semantic Scholar |
|---|---|
| Author | Brouard, Joëlle Coquillat, Christophe Sirot, Bertrand Sonier, Pierre Sutan, Angela |
| Copyright Year | 2009 |
| Abstract | More than other food markets, the wine French market is highly segmented (Bazoche et al., 2009), and unreadable for consumers trying to objectively and/or subjectively make choices, within limited attention and time constraints. In order to capture consumers' attention, within a very large number of substitute brands, generating consumer awareness or confidence is a challenging task, and few wineries can afford to spend money on creating awareness through advertising and alternative, effective methods of communication with their target market. In addition, while asking themselves for proofs of attention from businesses, consumers are slowly being convinced of the customizability of all products and services, which renders the capturing the attention task is even more compelling for vineyards. Consequently, the wine producer able to capture consumers' attention through the provision of more personalized advertising is better positioned to succeed, especially if this is implemented through simple and inexpensive techniques. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.vdqs.net/Working_Papers/Text/WP_2009/Brouard_Coquillat_Sirot_%20Sonier_Sutan.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
