RICHARD CALVER.
THERE are all sorts of reasons that marketers isolate as the rationale for purchasers to buy a specific product. I went trawling for ideas in this space.
Richard Calver.
One of the most important elements for wine is brand loyalty. Persons more learned than I am, define this concept as “a deeply held predisposition to re-patronise a preferred brand or service consistently in the future, causing repetitive same-brand purchasing despite situational influences and marketing efforts having the potential to cause switching behaviour.”
The definition is cited in Bianchi et al “Antecedents of consumer brand loyalty in the Australian wine industry” (2014).