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- W3158409985 abstract "PurposeThis 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. FindingsThe 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." @default.
- W3158409985 created "2021-05-10" @default.
- W3158409985 creator A5037912640 @default.
- W3158409985 date "2020-01-01" @default.
- W3158409985 modified "2023-09-27" @default.
- W3158409985 title "The impact of consumer knowledge onexploratory purchasing behaviour:Whiskey Consumer Perspective" @default.
- W3158409985 hasPublicationYear "2020" @default.
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