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The Relevance of Shopper Marketing Touchpoints: An Empirical Study on Wine Choice in Restaurants

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  • Paulo Duarte Silveira

Abstract

Shopper marketing is a relatively new approach that calls for an examination of potential influences that can be triggered in several touchpoints along the entire path-to-purchase customers’ journey. The present study is carried out on that context, aiming to understand if the attributes considered by wine customers in restaurants are influenced by a touchpoint. For that purpose, an empirical quantitative study was conducted, with face-to-face interviews in restaurants to a target population of 663 wine customers. Results show that most attributes with highest importance-levels (“wine color”; “wine region”; “certified wine region”) were positively influenced by only one touchpoint related to previous consumption experience. The attribute “brand” was influenced by several touchpoints, evidencing that managers should not aim to simplify the shopper marketing management by acting only on few touchpoints.

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  • Paulo Duarte Silveira, 2019. "The Relevance of Shopper Marketing Touchpoints: An Empirical Study on Wine Choice in Restaurants," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 35-48.
    • Handle: RePEc:ers:ijebaa:v:vii:y:2019:i:1:p:35-48
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    References listed on IDEAS

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    1. Pierre Mora, 2016. "When the E-Shopper Meets the Wine Industry," Management for Professionals, in: Wine Positioning, chapter 6, pages 81-91, Springer.
    2. Shankar, Venkatesh & Inman, J. Jeffrey & Mantrala, Murali & Kelley, Eileen & Rizley, Ross, 2011. "Innovations in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing, Elsevier, vol. 87(S1), pages 29-42.
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    4. Nadhem Mtimet & Luis Miguel Albisu, 2006. "Spanish wine consumer behavior: A choice experiment approach," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 343-362.
    5. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
    6. Lamey, Lien & Deleersnyder, Barbara & Steenkamp, Jan-Benedict E.M. & Dekimpe, Marnik G., 2018. "New product success in the consumer packaged goods industry: A shopper marketing approach," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 432-452.
    7. Preszler, Trent L. & Schmit, Todd M., 2009. "Factors Affecting Wine Purchase Decisions and Presence of New York Wines in Upscale New York City Restaurants," Journal of Food Distribution Research, Food Distribution Research Society, vol. 40(3), pages 1-15, November.
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    Cited by:

    1. Luis Miguel Ferreira & Joao Carlos Menezes, 2020. "How Costumers’ Way of Life Influence the Value Co-Creation," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 72-93.

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    More about this item

    Keywords

    Shopper marketing; Path to purchase; Wine marketing; Restaurants;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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