Use of synaesthesias and informal consumer communities in empowering wine consumers

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dc.contributor.authorBuxton, Ianen_ZA
dc.date.accessioned2016-01-15T14:16:35Z
dc.date.available2016-01-15T14:16:35Z
dc.date.issued2010en_ZA
dc.descriptionIncludes bibliographical references.en_ZA
dc.description.abstractA three phase investigation into the utility of wine consumer opinion as a viable source of information to wine consumers in South Africa. The research demonstrates that existing marketing and expert opinion is inappropriately constructed, using paradigms that are overly simplistic or language that is not valued by consumers. The paper further investigates the use of visual representations of wine to communicate the "tasting notes" of consumers, providing a first access trigger which can be quickly and accurately interpreted into an assessable taste for the wine. Lastly it examines the benefits of using consumers to provide narrative reviews of the wine, in whatever terms they choose, to represent the consumption experience of the wine.en_ZA
dc.identifier.apacitationBuxton, I. (2010). <i>Use of synaesthesias and informal consumer communities in empowering wine consumers</i>. (Thesis). University of Cape Town ,Faculty of Commerce ,GSB: Faculty. Retrieved from http://hdl.handle.net/11427/16398en_ZA
dc.identifier.chicagocitationBuxton, Ian. <i>"Use of synaesthesias and informal consumer communities in empowering wine consumers."</i> Thesis., University of Cape Town ,Faculty of Commerce ,GSB: Faculty, 2010. http://hdl.handle.net/11427/16398en_ZA
dc.identifier.citationBuxton, I. 2010. Use of synaesthesias and informal consumer communities in empowering wine consumers. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Buxton, Ian AB - A three phase investigation into the utility of wine consumer opinion as a viable source of information to wine consumers in South Africa. The research demonstrates that existing marketing and expert opinion is inappropriately constructed, using paradigms that are overly simplistic or language that is not valued by consumers. The paper further investigates the use of visual representations of wine to communicate the "tasting notes" of consumers, providing a first access trigger which can be quickly and accurately interpreted into an assessable taste for the wine. Lastly it examines the benefits of using consumers to provide narrative reviews of the wine, in whatever terms they choose, to represent the consumption experience of the wine. DA - 2010 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2010 T1 - Use of synaesthesias and informal consumer communities in empowering wine consumers TI - Use of synaesthesias and informal consumer communities in empowering wine consumers UR - http://hdl.handle.net/11427/16398 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/16398
dc.identifier.vancouvercitationBuxton I. Use of synaesthesias and informal consumer communities in empowering wine consumers. [Thesis]. University of Cape Town ,Faculty of Commerce ,GSB: Faculty, 2010 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/16398en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentGSB: Facultyen_ZA
dc.publisher.facultyFaculty of Commerceen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherWine Business Managementen_ZA
dc.titleUse of synaesthesias and informal consumer communities in empowering wine consumersen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMComen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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