The importance of brand elements : effects of critical brand elements on wine purchase behavior

Abstract

This research attempts to explore wine purchasing behavior in the Mexican market in reference to the effects of brand elements used in wine marketing. The objectives of this research are to analyze the impact of external and internal wine product cues in reference to the credibility in wine, to explore the process that consumers follow in order to determine what constitutes a wine of choice, to measure the variations in choice decisions in reference to familiar versus unfamiliar places of origin, and to describe in the process the status of middle class wine buyers. --Abstract h. 4.