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.
Mitchell, V. and Greatorex, M. (1989), "Risk Reducing Strategies Used in the Purchase of Wine in the UK", European Journal of Marketing, Vol. 23 No. 9, pp. 31-46. https://doi.org/10.1108/EUM0000000000589Download as .RIS
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