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Weinkonsumentenverhalten – Der aktuelle Stand der Forschung und Ausblick

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Weinmarketing

Zusammenfassung

Wissenschaftlich fundierte Untersuchungen zum Verhalten von Weinkonsumenten sind bislang eher selten, was wohl auch daran liegt, dass viele Unternehmen der Weinwirtschaft noch immer mehr produkt- als marktorientiert agieren (Hussain, Cholette und Castaldi 2007). Die damit einhergehende Konzentration der Anstrengungen auf Weinbau und Kellereiwirtschaft ist nicht auf bestimmte Regionen oder Länder begrenzt, sondern – wie sich an der geringen Berücksichtigung von Verbraucherbedürfnissen und -interessen weltweit erkennen lässt – international eher die Regel als die Ausnahme (Sharp 1991). Anlass zur Hoffnung auf vermehrte Anstrengungen, Einsichten in das Weinkäuferverhalten zu gewinnen, gibt die in jüngerer Zeit steigende Zahl von Unternehmen, die ihre Aktivitäten stärker auf Kunden ausrichten. Ausschlaggebend für deren Erfolg sind jedoch theoretisch fundierte und praktisch umsetzbare Einsichten über Bestimmungsgründe und Kontexte des Verhaltens von Weinkonsumenten.

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Authors and Affiliations

  1. Christian-Albrechts-Universität zu Kiel, Kiel

    Prof. Dr. habil. Ulrich R. Orth

  2. Diplombetriebswirt (FH), University of Edinburgh, Edinburgh

    René Arnold

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  1. Hochschule Heilbronn, Heilbronn

    Ruth Fleuchaus

  2. University of Edinburgh, Edinburgh

    René C. G. Arnold

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Orth, U.R., Arnold, R. (2011). Weinkonsumentenverhalten – Der aktuelle Stand der Forschung und Ausblick. In: Fleuchaus, R., Arnold, R.C.G. (eds) Weinmarketing. Gabler. https://doi.org/10.1007/978-3-8349-6450-2_1

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