Predicting wine repurchase: a case of low test-retest reliability in China
Patricia Osidacz Williamson and Leigh Francis
The Australian Wine Research Institute/Ehrenberg-Bass Institute for Marketing Science
Simone Mueller-Loose and Larry Lockshin
Ehrenberg-Bass Institute for Marketing Science/Geisenheim University
Introduction
When a consumer chooses a food or beverage brand from an unfamiliar category, most aspects of the quality of the product are unknown, and they will usually rely on cues at the point of purchase. A successful business needs to understand what satisfies consumers so they will be more likely to repurchase the product in...