Factors that Influence the Adoption and Diffusion of New Wine Products

Abstract

Several factors influence the adoption and diffusion of a new product into the marketplace. This paper uses previous research to develop a framework to analyze the introduction of new wine products. In addition, the results of a survey concerning a new wine product are analyzed. The results of the survey of wine consumers found that although there were similarities in the socio-demographic variables of innovators and noninnovators of a new wine product, the two groups differed with respect to their behavioral characteristics, and the sources from which they collected their information concerning wine. Implications for marketers are discussed.