Developing a presence in a mainstream market with a product perceived as offbeat

Miller, Karen and Brown, Les and Chadee, Doren (2008) Developing a presence in a mainstream market with a product perceived as offbeat. In: ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat, 1-3 Dec 2008, Sydney, Australia.

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Generally when one thinks of Australian wine regions images of the Barossa Valley, the Hunter Valley or Margaret River may be conjured up as they have developed a presence in
the mainstream market. Queensland, by contrast, may be perceived as offbeat, despite its similar quality and growing conditions. This study explores the plausibility of Queensland developing a presence in a mainstream market with findings from a survey completed by 347 people. The results indicate that when consumers choose their wine on the basis of terroir that personality, reputation and label design are the most important elements. Positioning wine
from Queensland on its personality may hold the key to having an offbeat product compete in a mainstream market.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Item Status: Live Archive
Additional Information (displayed to public): Authors retain copyright.
Depositing User: Dr Karen Miller
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 21 Jan 2009 06:41
Last Modified: 21 Aug 2014 06:22
Uncontrolled Keywords: consumer behaviour; wine business management; marketing communications; positioning
Fields of Research (FoR): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
07 Agricultural and Veterinary Sciences > 0706 Horticultural Production > 070604 Oenology and Viticulture
Socio-Economic Objective (SEO): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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