This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000000589. When citing the article, please cite: Vincent-Wayne Mitchell, Michael Greatorex, (1989), “Risk Reducing Strategies Used in the Purchase of Wine in the UK”, European Journal of Marketing, Vol. 23 Iss: 9, pp. 31 - 46.
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