The most unique thing about wine from the competition perspective is the sheer number of the small brands found in the market place. In essence, are there certain small brands or are they in fact niche brands? All brands as well cannot be niche brands. This paper is therefore concerned with analyzing the transactional data on the purchases by consumers of some brands in the Australian wine market over a period of time. In particular, it sheds light on whether there is any evidence of niche or change-of-pace brands in the Australian wine market. As well, it strives to highlight ...
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