Openly accessible

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

Miller, Karen, Brown, Les and Chadee, Doren 2008, Developing a presence in a mainstream market with a product perceived as offbeat, in ANZMAC 2008 : Marketing - shifting the focus from mainstream to offbeat : Proceedings of the Australian and New Zealand Marketing Academy Conference, Promaco Conventions, [Canning Bridge, W.A.], pp. 1-7.

Attached Files
Name Description MIMEType Size Downloads
miller-developingapresence-2008.pdf Published version application/pdf 262.58KB 4

Title Developing a presence in a mainstream market with a product perceived as offbeat
Author(s) Miller, Karen
Brown, Les
Chadee, Doren
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Sydney, New South Wales
Conference dates 1-3 Dec. 2008
Title of proceedings ANZMAC 2008 : Marketing - shifting the focus from mainstream to offbeat : Proceedings of the Australian and New Zealand Marketing Academy Conference
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Total pages 7
Publisher Promaco Conventions
Place of publication [Canning Bridge, W.A.]
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30054436

Document type: Conference Paper
Collections: School of Management and Marketing
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 32 Abstract Views, 4 File Downloads  -  Detailed Statistics
Created: Wed, 17 Jul 2013, 18:17:27 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.