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Abstract
Purpose - The purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging.
Design/methodology/approach - The research was designed to elicit the relevant dimensions through which consumers perceive and describe differences between bottles of wine. In order to allow respondents to freely express their perceptions without suggesting a priori descriptive category/ dimensions a repertory grid (RGT) approach was followed. A sample of 30 consumers were asked to analyse differences across 11 bottles and to summarize them in descriptive bipolar constructs. The results were analysed performing a consensus procrustes analysis. An innovative feature of this study was the analysis of complete transcriptions of interviews to better understand the meaning assigned by consumers to descriptive constructs.
Findings - The attributes of bottles and labels represent the main factors underlying wine packaging perceptions. These characteristics are the very first "signal" perceived looking at bottles. Consumers use them to define more abstract "constructs" (as distinction or tradition) they use while assessing alternative products and choosing among them. From a methodological point of view, this study confirm the interest of combining RGT and content analysis as a tool for explorative research in marketing.
Originality/value - Results seem to be a suitable basis for a survey on a representative sample directed to model the preferences about packaging features. Moreover, the analysis of preferences could be improved within a qualitative perspective, using laddering techniques of interview to elicit the hierarchical structure of motivation linking characteristics, attitudes consumers' values.
Keywords Wines, Individual perception, Packaging
Paper type Research paper
1. Background and research question
In recent years wine demand has modified its features turning towards consumption styles where the assessment of quality becomes more and more important. Even in European countries such as Italy and France, where per-capita consumption, though substantially reduced through the second half of the XX century, remains at the highest level in the world, an increasing share of consumers evaluate both material and immaterial characteristics that make the quality of wine (Nomisma, 2003). At the same time as an increasing share of quality wine is marketed through the modern retail sector, consumers often make their choices among a large numbers of alternatives...