Consumers' preferences for low-priced wines' packaging alternatives: the influence of consumption occasion, gender, and age

Abstract

PurposeThe purpose of this paper is to investigate buyers' perceptions and preferences for three different packaging formats of low-priced wines existing in the Chilean market: Brick Liquid Carton, Traditional Glass Bottle (0.75 L), and Magnum Glass Bottle (1.5 L). Since differences between these packaging formats do not permit a comparison of intrinsic packaging attributes, a consumer-centered perspective was adopted, with consumption occasion, perceived packages properties and demographic characteristics used as explanatory variables.Design/methodology/approachData were collected through the administration of an online structured questionnaire. The study sample consisted of 433 low-income wine buyers who declared to buy low-priced wine in different package formats.FindingsFindings reveal that preferences for different packaging options of low-priced wines vary depending on consumption occasion and that there are marginal effects of gender and age on these preferences. Also, results show that buyers' associations of different formats to relevant features are not equal, with perceived differences observed not only in features related to intrinsic package properties but also in terms of the properties of the wine they contain.Practical implicationsThe results of this study have several implications for managers in the wine industry. First, and as preferences for alternative formats depend on the consumption occasion, marketing campaigns reinforcing these preferences or showing alternative occasions can be adopted. Second, the BLC format seems to be more accepted by younger consumers, and thus focusing on this segment can be a good alternative for companies selling wine in this format. Finally, firms selling wine in alternative package formats should try to educate or inform consumers about the marginal or null impact of packages on wine properties.Originality/valueThe study sheds light on the perceptions and preferences for alternative package formats within the wine industry, a topic that has been scantly explored. Specifically, it provides valuable marketing insights regarding the impact of consumption occasion on these preferences and the main features associated with the studied formats.