Marketers and business managers benefit from knowing why weather may be associated with increased consumption and how this process may differ across men and women.
Retailers need to focus on the core offering of their products rather than peripherals, and adapt their business models to increasingly fickle and tech-savvy consumers, says a UNSW Business School professor.
Nitika Garg, Associate Professor at the School of Marketing, UNSW Business School explains why the consumption of specific products like Aperol Spritz increases over the holiday season and why consumers associate it with summer.
