Purpose

This study aims to understand the degree of predictability and value in analyzing consumer purchase patterns in the US wine retail market. The study considers whether brands in US wine retailing follow the well-established Duplication of Purchase Law and Double Jeopardy Law.

Design/methodology/approach

Over 20,000 customer panel wine purchases were analyzed from a number of locations within a supermarket chain based on the West Coast of the USA. Cross-purchasing behavior for the top 20 wine brands by market penetration was analyzed to assess whether the well-established Duplication of Purchase Law and Double Jeopardy Law hold up in this wine retail setting in the USA. The degree of predictability and the existence of anomalies in expected cross-purchasing behavior were identified in the analysis.

Findings

Results confirmed a Double Jeopardy pattern and that wine cross-purchasing patterns for the most part followed the Duplication of Purchase Law. However, exceptions to these patterns were found, which indicated areas in need of managerial attention due to the potential to remedy, develop or monitor the most prominent variations between predicted and realized cross-purchasing behavior. Repeated identification of variations has been identified in other product categories, known as market partitions.

Originality/value

Although it is commonly believed that wine is a unique product category, the results of this study demonstrate that consumer behavior toward wine is similar to other fast-moving consumer goods. The exceptions suggest that while similar consumer purchase patterns are evident, consumers are more likely to cross purchase wine brands and grape types more than would be expected given Duplication of Purchase Law benchmarks.

中文翻译：

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葡萄酒零售消费者购买模式的复制和延伸：双重危险和购买法的重复

目的

本研究旨在了解分析美国葡萄酒零售市场消费者购买模式的可预测程度和价值。该研究考虑了美国葡萄酒零售业的品牌是否遵循行之有效的重复购买法和双重危险法。

设计/方法论/途径

对美国西海岸一家连锁超市内多个地点的超过 20,000 名顾客购买的葡萄酒进行了分析。对市场渗透率排名前 20 的葡萄酒品牌的交叉购买行为进行了分析，以评估行之有效的重复购买法和双重危险法在美国的葡萄酒零售环境中是否成立。分析中确定了预期交叉购买行为的可预测程度和异常情况的存在。

发现

结果证实了双重危险模式，并且葡萄酒交叉购买模式大部分遵循重复购买法。然而，发现了这些模式的例外情况，这表明需要管理人员关注的领域，因为有可能纠正、发展或监控预测和实现的交叉购买行为之间最显着的差异。在其他产品类别中也发现了重复的变异识别，称为市场分区。

原创性/价值

尽管人们普遍认为葡萄酒是一个独特的产品类别，但这项研究的结果表明，消费者对葡萄酒的行为与其他快速消费品相似。这些例外情况表明，虽然类似的消费者购买模式很明显，但消费者更有可能交叉购买葡萄酒品牌和葡萄类型，这超出了重复购买法基准的预期。