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

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conference contribution
posted on 2008-01-01, 00:00 authored by K Miller, L Brown, Doren Chadee
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.

History

Event

Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)

Pagination

1 - 7

Publisher

Promaco Conventions

Location

Sydney, New South Wales

Place of publication

[Canning Bridge, W.A.]

Start date

2008-12-01

End date

2008-12-03

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1.1 Full written paper - refereed

Copyright notice

2008, ANZMAC

Editor/Contributor(s)

D Spanjaard, S Denize, N Sharma

Title of proceedings

ANZMAC 2008 : Marketing - shifting the focus from mainstream to offbeat : Proceedings of the Australian and New Zealand Marketing Academy Conference

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