Title

Insights into Vodka consumer attitude and purchasing behaviors

Document Type

Journal Article

Publisher

Elsevier

School

School of Business & Law

RAS ID

24407

Comments

Originally published as: Prentice, C., & Handsjuk, N. (2016). Insights into Vodka consumer attitude and purchasing behaviors. Journal of Retailing and Consumer Services, 32, 7-14.Original available here

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.

DOI

10.1016/j.jretconser.2016.05.009

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