Extending the Double Jeopardy and Duplication of Purchase Laws to the Wine Market

Author: Damien Wilson, Ph.D., et al.

Publication: International Journal of Wine Business Research

Publication Date: June 17, 2019

Abstract:
Consumer wine repurchase results confirmed a double jeopardy pattern. These consumers’ wine repurchasing behaviour from other top-20 wine brands could have generally been predicted in line with the duplication of purchase law. However, a small number of exceptions to these patterns were identified, suggesting the existence of market partitions.

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