To read the full version of this content please select one of the options below:

Wine Purchasing in Singapore: A Supermarket Observation Approach

Ian Handley (Department of Agricultural Business, University of Adelaide)
Lawrence Lockshin (Department of Agricultural Business, University of Adelaide)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 February 1997

Downloads
524

Abstract

The growth of wine sales in the Pacific Rim is receiving a large amount of attention. This study was designed to look more deeply into the actual purchase behaviour of middle class wine buyers in a selection of Singaporean supermarkets. Purchase behaviour was observed for 60 hours in a total of eight representative supermarkets. The findings show a smaller number of sales than would be expected, especially based on the size of the category displays. The types of wines, countries of origin, prices, browsing, and purchases are noted. The overall conclusion is of a wine market in its infancy with a need for education and further development before wine becomes a regular part of weekly shopping and consumption.

Keywords

Citation

Handley, I. and Lockshin, L. (1997), "Wine Purchasing in Singapore: A Supermarket Observation Approach", International Journal of Wine Marketing, Vol. 9 No. 2, pp. 70-82. https://doi.org/10.1108/eb008671

Publisher

:

MCB UP Ltd

Copyright © 1997, MCB UP Limited