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Beyond the Bubbles: Identifying other purchase decision variables beyond country of origin effect that make Australians buy Champagne

Morton, Anne-Louise, Healy, Marilyn J., & Rivers, Cheryl J. (2004) Beyond the Bubbles: Identifying other purchase decision variables beyond country of origin effect that make Australians buy Champagne. In Australia-New Zealand International Business Association Conference: Dynamism and Challenges in Internationalisation, 5-6 November, Canberra.

Abstract

The study of country of origin effect (COOE) examines how consumers perceive products emanating from a particular country. In this paper, we propose a model of Champagne purchase decision variables that places COOE as secondary to situational purchase context. Our model uses Australian ‘aspirational drinkers’ and we propose situational purchase context is the primary decision driver (variable 1) in this purchase decision. We believe that if the occasion is special, the consumer will be motivated by country of origin effect (variable 2) to buy Champagne, and willing to spend a considerable sum of money (variable 3). Together these variables determine perceptions of prestige and luxury (4); comprised of brand image (4a), product presentation (4b) and taste (4c). Each of these variables is discussed with the envisaged choice outcome understood as a brand of Champagne purchased. Areas for future research are also outlined.

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ID Code: 1182
Item Type: Conference Paper
Keywords: Champagne, country of origin effect, Australia, Aspirational Drinkers
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 (please consult author)
Deposited On: 04 May 2005
Last Modified: 11 Aug 2011 02:20

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