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Consumer Behaviours and Marketing of Wine and Foods

Introduction

Human beings have various needs for their bodies and vary depending on the role the factors contribute. Marketing of the products is essential in exposing the brands of the society by giving them choice. Needs include food, shelter, clothing and others have also included education, security and entertainment as part of the same. Food refers to any substance that is consumed for the provision of nutritional supply to the body and originate from animals or plant (Aguilera, et al, 1999). Food usually has various components that it provides the human body and these are known as growth, body protection and energy provision amongst others. Wine is also consumed though not considered to add any nutritional values to the human body. Food consumption is regulated by some regulations, security and safety as they are considered to be. Laws often look into issues to do with climate change, biological diversity, population, food accessibility, supply of water and sustainability among other food related matters. Due to unlimited option of brands people make their choices depending on some factors that influence the products and at further points the choices can be influenced by effective marketing. There are both secondary and primary factors that determine the consumer behaviours with regards to food choice and consumption. Research conducted recently however points that the cultural intrinsic and extrinsic attributes contribute heftily on the extent to which people trade on some food stuffs and the people involved.

Wine though not food has a wide base of consumers and they are not so different from other consumer segments. Again there is also a great effect of culture on wine consumption. Marketing wine has always relied on ...

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...71. p6.

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