TY  - JOUR
AB  - Purpose– The purpose of this paper is twofold: to give a descriptive outlook of the competitive environment in the UK wine market, and then to show the presence of “consumer confusion” elements in it.Design/methodology/approach– The consumer confusion concept has been considered as a framework in order to test the existence of the principal elements of consumer misunderstanding in the buying process. Data have been collected from secondary sources and through in‐depth semi‐structured interviews among a sample of 40 stakeholders of the wine supply chain in the UK.Findings– The main findings prove the existence of the essential characteristics that can generate a certain degree of consumer confusion, and the relative consciousness of key informants that some strategies need to be adopted to reduce it, although only a few have already been performed.Originality/value– This paper is probably the first work that tests the consumer confusion conditions through a qualitative analysis following the expectations of previous research conducted by Drummond and Rule.
VL  - 110
IS  - 6
SN  - 0007-070X
DO  - 10.1108/00070700810877870
UR  - https://doi.org/10.1108/00070700810877870
AU  - Casini Leonardo
AU  - Cavicchi Alessio
AU  - Corsi Armando Maria
PY  - 2008
Y1  - 2008/01/01
TI  - Trends in the British wine market and consumer confusion
T2  - British Food Journal
PB  - Emerald Group Publishing Limited
SP  - 545
EP  - 558
Y2  - 2024/04/23
ER  -