Edinburgh Napier University

  This paper examines the prevalence, and effects, of consumer confusion within the UK wine market. Confusion reduction strategies are proposed as a means to enhance marketing efforts within this sector. The drivers of consumer confusion (e.g. product proliferation, product imitation and information overload) are apparent within the UK wine market. Confusion effects have negative consequences for both wine marketers and consumers. Marketing initiatives aimed at broadening consumer choice may inadvertently aggravate the problem. Wine marketers need to learn the lessons of other market sectors and actively consider confusion reduction strategies as a basis for future marketing activity. The analysis suggests marketers frame marketing activity in terms of factors relevant to the consumers' preferred confusion reduction strategy.