European Journal of Marketing · 1989 · 194 citations · 0 references
Social SciencesMarketingMarketing ManagementConsumer BehaviorRisk AssessmentRisk PerceptionPerceived RiskRisk AttitudesRisk BehaviorRisk-based Customer AssessmentWine ManagementConsumer Risk AttitudesConsumer Risk PerceptionConsumer's RiskPurchase Risk PerceptionWine Consumer BehaviorWine MarketingWine Risk Management
This article considers whether or not perceived risk is hindering the growth of wine consumption in countries such as the UK. An examination is made of the applicability of the theory of perceived risk to the buying behaviour of UK wine consumers. Empirical results show how consumers reduce the risks they perceive and the implications for marketing are discussed.