Abstract
PurposeThe 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/approachThe 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.FindingsThe 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/valueResults 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.
Reference12 articles.
1. Britton, P. (1992), “Packaging: graphic examples of consumer seduction”, Beverage Industry, Vol. 83 No. 8, p. 21.
2. Fransella, F., Bell, R. and Bannister, D. (2003), A Manual for Repertory Grid Technique, John Wiley and Sons, Chichester.
3. Gains, N. (1994), “The repertory grid approach”, in McFie, H.J.H. and Thomson D.M.H. (Eds), Measurement of Food Preferences, Blackie Academic and Professional, London, pp. 51‐76.
4. Gains, N. and Thomson, D.M.H. (1990), “Contextual evaluation of canned lagers using repertory grid method”, International Journal of Food Science and Technology, Vol. 25, pp. 699‐705.
5. Grunert, K.G. (1996), Market Orientation in Food and Agriculture, Kluwer Academic Publishers, Norwell.
Cited by
58 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献