Key organizational buying process of wine: the case of retailers in La Rioja
Abstract
Along with the great wineries live a large number of small wineries, whose main customers are retail businesses on the market. The aim of this study is to determine the keys of the organizational buying wine process by retailers of the HORECA sector (bars and restaurants) and specialized distribution (wine bars). The results show that purchases by these retailers are based on a clear focus on the end user so that wineries should focus on "customers of its customers" to get the best results. Final customers like to try new wines and appreciate a good value. The wineries should take care of the faithfulness of retailers with an adequate number of visits, without pressing and quick and timely service. The paper concludes with implications for management.
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