The structure of consumer decision-making and sensory innovations in wine labeling

Spanish Journal of Agricultural Research

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Field Value
Title The structure of consumer decision-making and sensory innovations in wine labeling
Creator Barrena, Ramo
García, Teresa
Pindado, Emilio
Subject wine marketing
sensory marketing
private labels
judgment and decision making
means-end chain
Description Aim of study: To understand how a consumer’s decision-making process on wine choice varies when faced with labels introducing either a scratch-and-sniff strip or a Thermo-sensitive indicator as a novelty.
Area of study: Navarre (Spain).
Material and methods: This study applies the laddering survey method based on means-end chain theory to link product attributes to consumption benefits and values pursued.
Main results: In the context of these sensory innovations in labeling, the brand name of a product ceases to be of importance in this sector, with the new label becoming the relevant issue, associated with quality and aspects related to social wine consumption. In addition to this, these innovations make the decision-making process more complex by including more aspects of consumers’ personalities.
Research highlights: For innovative labeling introducing sensory cues, the complexity of consumers’ selection process increases, the wine brand loses importance and the label design gains importance as a signal of quality. Labeling innovations could be a great opportunity for wine companies with low marketplace positioning to improve their position and obtain better results in a highly competitive market.
Publisher Instituto Nacional de Investigación y Tecnología Agraria y Alimentaria (INIA)
Date 2021-09-27
Type info:eu-repo/semantics/article
Format application/pdf
Source Spanish Journal of Agricultural Research; Vol. 19 No. 4 (2021); e0111
Spanish Journal of Agricultural Research; Vol. 19 Núm. 4 (2021); e0111
Language eng
Rights Copyright (c) 2021 Spanish Journal of Agricultural Research

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