Marketing contemporary customer and consumer behavior
Concept Exercise-week 3
High and low involvement in the wine market
Involvement may play a central role in the wine market and this consumer characteristic could significantly affect marketing strategies. Low- and high-involvement wine consumers have different demographic and behavioural characteristics. Bruwer et al. (2014) discuss the profile for low- and high-involvement wine consumers, which could lead to important marketing implications for the wine market.
To prepare for this Key Concept Exercise:
- Read the Bruwer et al. (2014) article as well as the additional two required Learning Resources for Week 3.
- Reflect on differences between low-involvement and high-involvement wine consumers as discussed by Bruwer et al. (2014).
To complete this Key Concept Exercise:
In an approximately 500-word response, address the following issues/questions:
- Critically analyse the marketing implications of low- and high-involvement products.
- In formulating your Key Concept Exercise, consider the following issues:
- Summarise and critically comment on the most important differences between low-involvement and high-involvement wine consumers as discussed by Bruwer et al. (2014).
- Briefly discuss the managerial implications based on the article's results..
When writing your responses you should synthesise the theory with real-world experience and use examples of the theories in action in a real organisation about which you have read or one in which you have worked.
Be sure to read over your Key Concept Exercise before submitting it. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.
Stick to the references below;
Bruwer, J., Burrows, N., Chaumont, S., Li, E. & Saliba, A. (2014) 'Consumer involvement and associated behaviour in the UK high-end retail off-trade wine market', International Review of Retail, Distribution and Consumer Research, 24 (2), pp.145-165.
Use the University of Liverpool Online Library to find this article.
Florenthal, B. & Arling, P.A. (2011) 'Do green lifestyle consumers appreciate low involvement green products?',Marketing Management Journal, 21 (2), pp.35-45.Use the University of Liverpool Online Library to find this article.
Kong, Y. & Zhang, A. (2013) 'Consumer response to green advertising: the influence of product involvement', Asian Journal of Communication, 23 (4), pp.428-447.
Use the University of Liverpool Online Library to find this article.