A Comparative Study of Wine Purchasing Behaviour Across Two UK Regions- Northern Ireland and Wales
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چکیده
In 2007 the UK light wine market was valued at £11.25bn (Key Note, 2007) and it is estimated to rise to approximately £17bn by 2012 making it one of the most significant markets in the world. Ritchie (2007 and 2009) argues that despite the significance of the UK market there is a lack of qualitative research into the UK wine consumer. It has also become apparent that regional similarities and differences within the UK particularly in the context of purchase behaviour is clearly evident, however an obvious lack of empirically rigorous data and focused research on this topic also exists. Recognising differences in the purchase behaviours of consumers within different regions offers opportunities for the adoption of different marketing strategies in the selection, pricing and promotion of wines. The research presented here examines wine purchasing behaviour among residents of two distinct regions within the UK, Northern Ireland and Wales. While several studies have been carried out to establish what consumers are drinking this study aims to identify if there are regional differences in the purchase behaviours of a range of wine consumers.
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