Insights into Vodka consumer attitude and purchasing behaviors

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Handsjuk, Nikolai (2016) Insights into Vodka consumer attitude and purchasing behaviors. Journal of Retailing and Consumer Services, 32. pp. 7-14. ISSN 0969-6989


Abstract

This study investigates the relationships between the relevant marketing factors and Vodka purchasing behavior and brand preference in Australia. The factors examined in this study include branding, country of origin, packaging, and social media. The theory of planed behavior is deployed to understand how consumers' perception or attitude towards Vodka affect their purchase and loyalty to the brand. This study provides insights into how the selected marketing factors affect Vodka purchasing behaviors among Australian consumers. Findings of this study particularly suggest that the relevant marketers should allocate more resources to build strong brand image, brand awareness, and positive brand perceptions. Implications are highlighted for researchers and practitioners.


Statistics for USQ ePrint 49885
Statistics for this ePrint Item
Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 01:13
Last Modified: 11 Aug 2022 00:33
Uncontrolled Keywords: Alcohol marketing; Country of origin; Loyalty; Packaging; Vodka, branding
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.jretconser.2016.05.009
URI: http://eprints.usq.edu.au/id/eprint/49885

Actions (login required)

View Item Archive Repository Staff Only