Cultural diversity in consumer behaviour: the case of wine consumption in Lebanon. Determining variables that affect consumer behaviour of Lebanese wine

Daher Massoud, M., 2021. Cultural diversity in consumer behaviour: the case of wine consumption in Lebanon. Determining variables that affect consumer behaviour of Lebanese wine. DBA, Nottingham Trent University.

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Abstract

This document analyses and dissects demographic and psychographic variables that play a role in the consumer behaviour of Lebanese wine consumers. The exploration of aspects such as religion and religiosity, among others, has not hereto been researched in country in the Middle East, especially in one with such a diverse cultural background as Lebanon. Previously studies were primarily focused on the West and Europe as areas of study for consumer behaviour and wine consumption. The document attempts to link variables which affect these decisions or links between more than one variable which in combination affect these decisions. These connections will then create a better picture of the wine consumer in Lebanon and how diversity within the country affects this consumer behaviour through a mixed methods approach to data collection. Following a mixed methods approach, this study included interviews with eight wine production company employees, fifty-three wine consumers, and collected quantitative data in the form of a questionnaire administered to 456 customers of various supermarkets to explore their wine purchasing decisions and to investigate the differences between those who purchase wine and those who do not. The researcher found that demographics such as geographical location, and psychographic aspects such as religiosity, and health knowledge of wine, played a role in wine consumption decisions in the Lebanese context.

Item Type: Thesis
Creators: Daher Massoud, M.
Date: September 2021
Rights: This work is the intellectual property of the author. You may copy up to 5% of this work for private study, or personal, non-commercial research. Any re-use of the information contained within this document should be fully referenced, quoting the author, the title, university, degree level and pagination. Queries or requests for any other use, or if a more substantial copy is required, should be directed to the owner(s) of the Intellectual Property Rights.
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 01 Nov 2021 13:37
Last Modified: 01 Nov 2021 13:37
URI: http://irep.ntu.ac.uk/id/eprint/44560

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