Wine Bottle Design and Consumer Preferences
This paper generates some insights into consumer preferences for wine bottle design. This can be studied from different attributes, such as shape, picture, country of origin, closure, label information, and volume. By applying conjoint analysis, an intere
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Wine Bottle Design and Consumer Preferences Yani Xie
Abstract This paper generates some insights into consumer preferences for wine bottle design. This can be studied from different attributes, such as shape, picture, country of origin, closure, label information, and volume. By applying conjoint analysis, an interesting finding is that the shape for wine bottle design is of least importance, and country of origin is perceived as the most important attribute in this study, which has received little evidence in previous research in the field of wine packaging design. Therefore, the results in this study have some implications for wine bottle designers and wine marketers. Keywords Wine bottle design
Consumer preference Strategic marketing
80.1 Introduction Consumption of wine has experienced a dramatic increase during the past decade. In order to make their products identified and chosen by consumers, wine producers need to differentiate products from competitors. The product packaging could be one of the efficient ways to create this differentiation, hence help sell the products [1]. Therefore, a full understanding of consumer preferences and purchase habits toward wine bottle design is crucial in order to meet the requirements of present and future customers and identify market opportunities. The main research question in this study is to understand how attributes of wine bottle design do influence consumer preferences. This study makes both academic and
Y. Xie (&) Yulin College, Yulin, Shaanxi, China e-mail: [email protected]
Y. Yang and M. Ma (eds.), Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012): Volume 5, Lecture Notes in Electrical Engineering 227, DOI: 10.1007/978-3-642-35398-7_80, Ó Springer-Verlag Berlin Heidelberg 2013
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managerial contributions to the existing literature. On the one hand, this paper studies the relationship between the wine bottle design attributes and consumer preferences, which is still an unexplored area. On the other hand, the study could provide relevant information to marketers who want to maximize the package’s impact in wine selling.
80.2 Literature Review 80.2.1 What are the Relevant Attributes of Wine Bottle Design in this Study? According to general product packaging literature, consumer preferences could be generated from a range of packaging attributes, including shapes, labels, sizes, color, package technologies, etc. [2]. In line with the product packaging literature in general, the attributes of shape, label information, and volume (size) are considered as the important criteria for wine bottle design. First, according to Chaney [3], the shape of product packaging is regarded as a reflection of the product quality. Second, some consumers just simply compare labels on each product packaging to get essential product messages when they are making purchase decisions, especially for those high familiar brands. Finally, the product volume should be properly designed considering the purchasing
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