The relevance of shopper marketing touchpoints : an empirical study on wine choice in restaurants

Abstract

Shopper marketing is a relatively new approach that calls for an examination of potential influences that can be triggered in several touchpoints along the entire path-to-purchase customers’ journey. The present study is carried out on that context, aiming to understand if the attributes considered by wine customers in restaurants are influenced by a touchpoint. For that purpose, an empirical quantitative study was conducted, with face-to-face interviews in restaurants to a target population of 663 wine customers. Results show that most attributes with highest importance-levels (“wine color”; “wine region”; “certified wine region”) were positively influenced by only one touchpoint related to previous consumption experience. The attribute “brand” was influenced by several touchpoints, evidencing that managers should not aim to simplify the shopper marketing management by acting only on few touchpoints.