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Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling

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Luxury Marketing

Zusammenfassung

Due to the ever-growing internationalisation of traditional eating habits – including menus with more courses combined with premium drinks – wine has become an integral component of culture in many countries [7]. Particularly in widespread areas of Asia and in Middle and Eastern Europe, wine consumption has obtained socio-cultural significance and hedonistic value [43]. Hence, world consumption of wine slowly began to rise from 224 million hl in the early 1990s to an estimated 232 to 242 million hl in 2010 [49], [51].

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Author information

Authors and Affiliations

  1. Karl‐Heise‐Str. 41, 38442, Wolfsburg, Germany

    Stefan Behrens

  2. Inst. f. Marketing u. Management, Leibniz Universität Hannover, Königsworther Platz 1, 30167, Hannove, Germany

    Prof. Dr. Klaus-Peter Wiedmann & Dr. Nadine Hennigs

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  1. Stefan Behrens
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  2. Prof. Dr. Klaus-Peter Wiedmann
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  3. Dr. Nadine Hennigs
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Correspondence to Stefan Behrens .

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  1. Leibniz Universität Hannover, Institut für Marketing und Management, Königsworther Platz 1, Hannover, 30167, Germany

    Klaus-Peter Wiedmann

  2. Leibniz Universität Hannover, Institut für Marketing und Management, Königsworther Platz 1, Hannover, 30167, Germany

    Nadine Hennigs

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Behrens, S., Wiedmann, KP., Hennigs, N. (2013). Wine as Luxury Experience: A Taxonomy of Consumers Based on Best-Worst Scaling. In: Wiedmann, KP., Hennigs, N. (eds) Luxury Marketing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4399-6_22

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