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Cyprus’s Wine Market: Influencing Factors of Consumer Behaviour as Part of Destination Marketing

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Andreas Masouras

    (Neapolis University Paphos)

  • Ioannis Komodromos

    (Neapolis University Paphos)

  • Christos Papademetriou

    (Neapolis University Paphos)

Abstract

The aim of this article is to highlight some of the intangible factors influencing consumer’s behaviour when it comes to purchasing wine in Cyprus’s market. By the term intangible factors the article refers to the external influences that affects an individual’s judgment; this could be its culture, environment, lifestyle or social status, across with many more. The article focuses on unveiling the average price that locals and tourists are willing to spend for a bottle of wine. The most common location of purchase and how often this occurs. Finally, it will show the most effective marketing technique that influence both local and tourist consumers to “seal the deal” and make the purchase. The collection of data was a 2-phase procedure; originally, 300 questionnaires were distributed through face-to-face interaction with consumers or through an online questionnaire send by email. Valid questionnaires (173) were then recorded to a shared database for analysis (Microsoft Excel). This procedure has formed the conclusions and recommendations of this article.

Suggested Citation

  • Andreas Masouras & Ioannis Komodromos & Christos Papademetriou, 2019. "Cyprus’s Wine Market: Influencing Factors of Consumer Behaviour as Part of Destination Marketing," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 637-644, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_73
    DOI: 10.1007/978-3-030-12453-3_73
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