What question did this study set out to answer?

To identify the primary visual and structural packaging dimensions consumers use to differentiate wine bottles and guide purchasing decisions.

January 1, 2006International Journal of Wine Marketing

Consumers’ perception of wine packaging: a case study

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Authors

BRBenedetto RocchiUniversity of Florence

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Implication

Exploratory qualitative study uncovers sensory packaging dimensions in wine consumers, suggesting bottle and label attributes drive abstract perceptions of tradition and distinction.

Key Points

To identify the primary visual and structural packaging dimensions consumers use to differentiate wine bottles and guide purchasing decisions.
Administered repertory grid technique (RGT) interviews to a sample of 30 consumers evaluating differences across 11 wine bottles.
Identified participant-generated descriptive bipolar constructs and analyzed structural relationships using consensus Procrustes analysis.
Performed qualitative content analysis on full interview transcripts to contextualize the semantic meaning of consumer-generated constructs.
Bottle shapes and label characteristics serve as the primary immediate visual signals directing packaging perception.
Consumers systematically map physical packaging features onto higher-order abstract constructs, such as distinction and tradition, when evaluating alternatives.

Cite This Study

Benedetto Rocchi (2006) studied this question.

synapsesocial.com/papers/69daaf71615cc0c8eaa3cc97 https://doi.org/10.1108/09547540610657669

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Implication

Exploratory qualitative study uncovers sensory packaging dimensions in wine consumers, suggesting bottle and label attributes drive abstract perceptions of tradition and distinction.

Consumers’ perception of wine packaging: a case study

Discussion

Member takes

Implication

Key Points

Cite This Study

Consumers’ perception of wine packaging: a case study

Discussion

Member takes

Implication

Key Points

Cite This Study

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