The impact of the tasting room experience at the Nederburg wine estate on repurchase intentions
- Authors: Jantjies, Heinrich
- Date: 2015
- Subjects: Wine industry -- South Africa , Wine tasting , Wineries -- Environmental aspects -- South Africa , Wine and wine making -- Environmental aspects -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: http://hdl.handle.net/10948/3968 , vital:20496
- Description: There are thousands of different wine brands available and wineries have to build a relationship with their customers, a relationship that will create a long-lasting experience. The relationship starts with the first interaction they have with the winery (Alonso et al 2008:978). Visitors to the tasting room create the opportunity to build long-term relationships (O’Neill & Charters 2000:113; Nowak & Newton 2006:157), build and develop brand loyalty (Dodd & Gustafson 1997:43), increase wine sales (Gilinsky et al 2003:18), and improve cash flow (Jago & Issaverdis 2001:18). The subject of repurchasing intentions in the wine industry has attracted the attention of numerous researchers; in particular, the connection between winery visits, brand loyalty and post-visit consumer behaviour (Nella & Christou 2010:2). Nederburg is one of the most prestigious South African wine estates, with a deep-rooted history in South Africa as one of the biggest wine brands. It is 100% owned by wine and spirits giant Distell and presents an ideal case for investigating the influence of the relationship between quality, customer satisfaction and price on repurchasing intentions in the South African wine industry. The purpose of this research was to determine whether the tasting room experience, in combination with a quality product, good pricing and customer-focused operations, leads to higher customer satisfaction and repurchase intentions. The present study indicates that the South African wine industry faces many challenges but it also highlights the various opportunities there are for wine estates to not only increase their sales but also to build long-lasting relationships with consumers. The study concludes with recommendations to the South African wine industry on how to improve their tasting room environment so that they can benefit from the relationship between wine quality, wine price, customer satisfaction and repurchasing intentions.
- Full Text:
- Date Issued: 2015
- Authors: Jantjies, Heinrich
- Date: 2015
- Subjects: Wine industry -- South Africa , Wine tasting , Wineries -- Environmental aspects -- South Africa , Wine and wine making -- Environmental aspects -- South Africa
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: http://hdl.handle.net/10948/3968 , vital:20496
- Description: There are thousands of different wine brands available and wineries have to build a relationship with their customers, a relationship that will create a long-lasting experience. The relationship starts with the first interaction they have with the winery (Alonso et al 2008:978). Visitors to the tasting room create the opportunity to build long-term relationships (O’Neill & Charters 2000:113; Nowak & Newton 2006:157), build and develop brand loyalty (Dodd & Gustafson 1997:43), increase wine sales (Gilinsky et al 2003:18), and improve cash flow (Jago & Issaverdis 2001:18). The subject of repurchasing intentions in the wine industry has attracted the attention of numerous researchers; in particular, the connection between winery visits, brand loyalty and post-visit consumer behaviour (Nella & Christou 2010:2). Nederburg is one of the most prestigious South African wine estates, with a deep-rooted history in South Africa as one of the biggest wine brands. It is 100% owned by wine and spirits giant Distell and presents an ideal case for investigating the influence of the relationship between quality, customer satisfaction and price on repurchasing intentions in the South African wine industry. The purpose of this research was to determine whether the tasting room experience, in combination with a quality product, good pricing and customer-focused operations, leads to higher customer satisfaction and repurchase intentions. The present study indicates that the South African wine industry faces many challenges but it also highlights the various opportunities there are for wine estates to not only increase their sales but also to build long-lasting relationships with consumers. The study concludes with recommendations to the South African wine industry on how to improve their tasting room environment so that they can benefit from the relationship between wine quality, wine price, customer satisfaction and repurchasing intentions.
- Full Text:
- Date Issued: 2015
An investigation into the factors in the Chinese market that influence wine imports from South Africa
- Authors: Xiaobin, Li
- Subjects: Wine industry -- Marketing , Wine industry -- South Africa , Economic assistance, Chinese
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9343 , http://hdl.handle.net/10948/1177 , Wine industry -- Marketing , Wine industry -- South Africa , Economic assistance, Chinese
- Description: As an important part of a nation’s history and culture, South African wine industry contributes vastly towards South Africa’s economy and job creation. However, under the influence of the widespread globalisation, South African wineries have to face many new issues and challenges. How to expand their overseas markets and obtain a sustainable development mode has drawn more attention from South African entrepreneurs in this field. Due to the rapid economic development and the huge population, China can provide a market with enormous potential to South African wineries. The fast growing trade between the two countries can also bring opportunities to South African entrepreneurs to explore the Chinese market. Therefore, it is necessary and vital for South African wineries to understand the Chinese market and the factors that influence wine imports from South Africa before they enter the wine market in China. The research problem addressed in this study was to investigate the factors in the Chinese market that influence wine imports from South Africa. To achieve this objective, a literature study was undertaken to probe the various aspects of the wine market in China, including the characteristics, the status quo and the development trends of this market. The driving factors that attribute to a great increase in wine consumption in China were also explored and discussed. Based on the literature study, a survey questionnaire was developed to obtain the empirical data. By means of comparison and integration of the findings of the empirical survey with the literature study, the results were obtained for solving the research problems. In addition, conclusions and recommendations iii were drawn to assist South African wineries and other marketers in choosing appropriate marketing strategies and avoiding potential risks.
- Full Text:
- Authors: Xiaobin, Li
- Subjects: Wine industry -- Marketing , Wine industry -- South Africa , Economic assistance, Chinese
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9343 , http://hdl.handle.net/10948/1177 , Wine industry -- Marketing , Wine industry -- South Africa , Economic assistance, Chinese
- Description: As an important part of a nation’s history and culture, South African wine industry contributes vastly towards South Africa’s economy and job creation. However, under the influence of the widespread globalisation, South African wineries have to face many new issues and challenges. How to expand their overseas markets and obtain a sustainable development mode has drawn more attention from South African entrepreneurs in this field. Due to the rapid economic development and the huge population, China can provide a market with enormous potential to South African wineries. The fast growing trade between the two countries can also bring opportunities to South African entrepreneurs to explore the Chinese market. Therefore, it is necessary and vital for South African wineries to understand the Chinese market and the factors that influence wine imports from South Africa before they enter the wine market in China. The research problem addressed in this study was to investigate the factors in the Chinese market that influence wine imports from South Africa. To achieve this objective, a literature study was undertaken to probe the various aspects of the wine market in China, including the characteristics, the status quo and the development trends of this market. The driving factors that attribute to a great increase in wine consumption in China were also explored and discussed. Based on the literature study, a survey questionnaire was developed to obtain the empirical data. By means of comparison and integration of the findings of the empirical survey with the literature study, the results were obtained for solving the research problems. In addition, conclusions and recommendations iii were drawn to assist South African wineries and other marketers in choosing appropriate marketing strategies and avoiding potential risks.
- Full Text:
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