Reflect on differences between low-involvement and high-involvement wine consumers as discussed by Bruwer

Marketing contemporary customer and consumer behavior

Concept Exercise-week 3

High and low involvement in the wine market

Involvement may play a central role in the wine market and this consumer characteristic could significantly affect marketing strategies. Low- and high-involvement wine consumers have different demographic and behavioural characteristics. Bruwer et al. (2014) discuss the profile for low- and high-involvement wine consumers, which could lead to important marketing implications for the wine market.

To prepare for this Key Concept Exercise:

• Read the Bruwer et al. (2014) article as well as the additional two required Learning Resources for Week 3.
• Reflect on differences between low-involvement and high-involvement wine consumers as discussed by Bruwer et al. (2014).

To complete this Key Concept Exercise:

In an approximately 500-word response, address the following issues/questions:

• Critically analyse the marketing implications of low- and high-involvement products.
• In formulating your Key Concept Exercise, consider the following issues:
  • Summarise and critically comment on the most important differences between low-involvement and high-involvement wine consumers as discussed by Bruwer et al. (2014).
  • Briefly discuss the managerial implications based on the article’s results.