... knowledge, taking into consideration that the importance of knowledge in the decision process is gender specific. Design/methodology/approach A path analysis was modelled with an exogenous variable (gender), a mediating variable (subjective knowledge) and four dependent variables (need for information...

... of wine and to investigate these as a potential basis for wine market segmentation and targeting. Design/methodology/approach A quantitative, descriptive research design is adopted. An online survey consisting of three sections, measuring objective knowledge, subjective knowledge and classificatory...

... only Consumption Benefits Wines Consumer behavior Survey research Subjective knowledge Psychometric qualitative The wine industry has experienced increasing commoditization of its product, resulting in varying wine types and multiple price tiers (Blackman et al., 2010...

... for marketers to identify these consumers and adapt their marketing activities targeting them. Regression Wine Survey research Exploratory acquisition Objective knowledge Subjective knowledge Consumer researchers (Brucks, 1985) have similarly viewed knowledge from these three perspectives...

... than those given by the experts (7). Furthermore, the results show that the size of the CS itself is also influenced by subjective knowledge. On the other hand, this is not the case for the content of the CS. Research limitations/implications The empirical study only focuses on one product category...