Skip to main content
padlock icon - secure page this page is secure

Are Australian wine consumers willing to pay for the expert service of wine retailers?

Buy Article:

$54.00 + tax (Refund Policy)

Retailing is continually evolving with different strategies used over time. In this era of customer relationships building, this study investigated an innovation gap; about Australian consumers' willingness to pay (WTP) a premium for the expert service of wine retailers. The study objectives were to evaluate factors that influence WTPs of wine retailers and to measure WTPs. A 2099 usable survey was obtained Australia-wide. The contingent valuation method was used to elicit the willingness of consumers. The data were analysed using the ordered probit model. On average, the premium respondents indicated WTP was $0.60 for the expert service of wine retailers. This study found that consumers are willing to pay for the expert service of wine retailers, and that consumers rely on the use of risk reduction strategy not only because of their perception of risk but they are also more desirous of wine knowledge and are willing to acquire it, even at a cost. This makes a strong case for the development and provision strategies of store dynamic elements such as expert service. The study has limitation as it is exploratory and cross-sectional. Confirmatory and longitudinal surveys amongst others are recommended.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: WTP; consumer/customer; expert; premium; retailer; service; wine

Document Type: Research Article

Affiliations: 1: School of Agriculture, Food and Wine, The University of Adelaide, Adelaide, Australia 2: Global Food Studies, The University of Adelaide, Adelaide, Australia

Publication date: July 3, 2014

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more