Boozing or branding? Measuring the effects of free wine tastings at wine shops

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Boozing or branding? Measuring the effects of free wine tastings at wine shops

Larry Lockshin - Nama Orang; David Knott - Nama Orang;

Abstract
Purpose – The purpose of this paper is to focus on both the sales effects of free wine tastings and the effects on attitudes towards future purchases four weeks after the tastings. Design/methodology/approach – Store scanner data for the four weeks before and after each of ten wine tastings are used to measure the effect tastings had on sales. A total of 170 consumers, who attended a free tasting in wine shops across 4 cities, are interviewed as they leave the store and 37 of these consumers respond to a call back survey one month after the free tasting.

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IPC Corporate University Library ATC PO LAR a

ATC160074102

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Informasi Detail

Judul Seri: Boozing or branding? Measuring the effects of free wine tastings at wine shops
No. Panggil: ATC PO LAR a
Penerbit: Australia : Emerald Insight., 2009
Deskripsi Fisik: 15 halaman
Bahasa: English
ISBN/ISSN: -
Klasifikasi: ATC
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: online resource
Edisi: International Journal of Wine Business Research
Subjek: Management Communication
Supply Management
Warehouse Management - Singapore
Info Detail Spesifik: 15 halaman
Pernyataan Tanggungjawab: Larry Lockshin

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