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The impact of consumer knowledge on exploratory purchasing behaviour: Whiskey Consumer Perspective

Kupc, Bartosz (2020) The impact of consumer knowledge on exploratory purchasing behaviour: Whiskey Consumer Perspective. Masters thesis, Dublin, National College of Ireland.

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Abstract

Purpose
This research project aims to investigate the impact of product knowledge on the exploratory purchasing behaviour by focusing on the perspective of whiskey consumer.

Methodological Approach
The Primary data was collected by an online questionnaire using SurveyGizmo website and distributed to the participants by social media, such as: LinkedIn and Twitter. The data was then coded and analyzed using SPSS to provide accurate results.

Findings
The exploratory tendencies are a significant factor within consumer purchasing behaviour. Brands that propagate innovation and release variety of product styles will attract and retain consumers with high level of exploratory behaviour. Furthermore, there is a significant correlation between subjective knowledge and exploratory behaviour, which suggest that level of confidence about the product can be an indicator of consumers exploratory tendencies. Moreover, the frequency of whiskey consumption was significantly related to the exploratory behaviour, which could be linked to the consumer’s optimum stimulation level (OSL). Finally, research highlighted an increasing interest of younger generation in whiskey as most respondents were under fifty years old (eighty-nine percent) and twenty percent of overall participants were below thirty years old.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 10 Feb 2021 17:53
Last Modified: 10 Feb 2021 17:53
URI: http://norma.ncirl.ie/id/eprint/4727

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