Risk Reducing Strategies Used in the Purchase of Wine in the UK

This article considers whether or not perceived risk is hindering the growth of wine consumption in countries such as the UK. An examination is made of the applicability of the theory of perceived risk to the buying behaviour of UK wine consumers. Empirical results show how consumers reduce the risks they perceive and the implications for marketing are discussed.

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Year of publication:	1989
Authors:	Mitchell, Vincent‐Wayne ; Greatorex, Michael
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 23.1989, 9, p. 31-46
Publisher:	MCB UP Ltd
Subject:	Wines and spirits \| Consumer′s risk \| Alcoholic drinks industry \| Marketing

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000000589 [DOI]
Source:	Other ZBW resources

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