Study on the importance of wine bottle design on consumer choices

Antonio Chamorro Mera · José Manuel García-Gallego · Hermelinda da Conceição Trindade-Carlos

46 citations0/0 files storedBritish Food Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Packaging Perceptions and Trends Consumer Behavior and Marketing Influence Wine Industry and Tourism

Abstract

Purpose The aim of this study is to analyse the importance of bottle design in relation to other purchasing criteria, and also to understand which design elements are most attractive to consumers. Design/methodology/approach A survey of a sample of 437 wine drinkers was carried out in Portugal using non-probabilistic sampling. The technique used was conjoint analysis based on the SPSS conjoint module. Findings One of the key findings was the low importance of bottle design in shaping consumer preferences compared to other attributes (origin, price and category of wine). In terms of design elements, the label had the biggest influence on consumer choice, followed by the type of bottle, bottle seal and brand name, in that order. Differences in consumer choice were evident according to the level of knowledge of wine and frequency of consumption. Practical implications The findings of this study provide guidance for Portuguese wineries as regards the marketing and design decisions of their products and packaging. Originality/value This study sheds new light on the importance of wine bottle design on consumer preferences. Previous studies in the area have proved to be minimal and heterogeneous.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 46 citations exist upstream.

References

2007The importance of packaging attributes: a conjoint analysis approach 2010The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness 2017Sensory Aspects of Package Design 2016Tradition and innovation in Italian wine family businesses 2009Message on a bottle: The relative influence of wine back label information on wine choice 2007The influence of involvement on purchase intention for new world wine 2006The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise 2009What you see may not be what you get: Asking consumers what matters may not reflect what they choose

Cited by

2021How Consumer Environmental Responsibility Affects the Purchasing Intention of Design Furniture Products 2023Measuring the effect of product and environmental messaging attributes on alternative wine packaging choices 2022Consumers' preferences for low-priced wines' packaging alternatives: the influence of consumption occasion, gender, and age 2023Message in a Bottle: An Exploratory Study on the Role of Wine-Bottle Design in Capturing Consumer Attention

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.