The structure of consumer decision-making and sensory innovations in wine labeling
| Autor: | Emilio Pindado Tapia, María Ramona Barrena Figueroa, Teresa García López de Meneses |
|---|---|
| Přispěvatelé: | Universidad Pública de Navarra. Departamento de Gestión de Empresas, Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila |
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Process (engineering)
media_common.quotation_subject Context (language use) Means-end chain Laddering values Perfect competition Quality (business) Product (category theory) Marketing media_common Consumption (economics) Wine Private labels sensory marketing wine marketing Agriculture Values Judgment and decision making private labels Business Wine marketing Agronomy and Crop Science Sensory marketing judgment and decision making means-end chain |
| Zdroj: | Spanish Journal of Agricultural Research; Vol. 19 No. 4 (2021); e0111 Spanish Journal of Agricultural Research; Vol. 19 Núm. 4 (2021); e0111 SJAR. Spanish Journal of Agricultural Research instname Academica-e. Repositorio Institucional de la Universidad Pública de Navarra Spanish Journal of Agricultural Research, Vol 19, Iss 4 (2021) |
| ISSN: | 2171-9292 |
| Popis: | 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. Funding agencies/institutions: Ministerio de Ciencia, Innovación y Universidades (MCIU); AEI/FEDER, European Union. Project / Grant: RTI2018-093791-B-C21 |
| Databáze: | OpenAIRE |
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