This purpose of the study was to examine the relevance of the presence of geographical information, specifically the certification of region of origin (ROO) on the wine label, in the consumer’swine purchase decision. In addition, the research investigated how the relevance of ROO varies across demographic and behavioural market segments.
Engelbrecht, J. A., Herbst, F., & Bruwer, J. (2014). Region-of-origin (ROO) certification as marketing strategy in the South African wine market. International Journal of Wine Business Research, 26(2), 139-162. https://doi.org/10.1108/IJWBR-05-2013-0021