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Study on the importance of wine bottle design on consumer choices

Antonio Chamorro (Business Management and Sociology, University of Extremadura, Badajoz, Spain)
José Manuel García-Gallego (Business Management and Sociology, University of Extremadura, Badajoz, Spain)
Hermelinda da Conceição Trindade-Carlos (Instituto Politécnico de Portalegre, Portalegre, Portugal)

British Food Journal

ISSN: 0007-070X

Article publication date: 17 September 2020

Issue publication date: 20 January 2021

Abstract

Purpose

The aim of this study is to analyse the importance of bottle design in relation to other purchasing criteria, and also to understand which design elements are most attractive to consumers.

Design/methodology/approach

A survey of a sample of 437 wine drinkers was carried out in Portugal using non-probabilistic sampling. The technique used was conjoint analysis based on the SPSS conjoint module.

Findings

One of the key findings was the low importance of bottle design in shaping consumer preferences compared to other attributes (origin, price and category of wine). In terms of design elements, the label had the biggest influence on consumer choice, followed by the type of bottle, bottle seal and brand name, in that order. Differences in consumer choice were evident according to the level of knowledge of wine and frequency of consumption.

Practical implications

The findings of this study provide guidance for Portuguese wineries as regards the marketing and design decisions of their products and packaging.

Originality/value

This study sheds new light on the importance of wine bottle design on consumer preferences. Previous studies in the area have proved to be minimal and heterogeneous.

Keywords

Acknowledgements

This work was supported by the Government of Extremadura and the European Social Fund (IV Plan Regional de I + D + i)

Citation

Chamorro, A., García-Gallego, J.M. and Trindade-Carlos, H.d.C. (2021), "Study on the importance of wine bottle design on consumer choices", British Food Journal, Vol. 123 No. 2, pp. 577-593. https://doi.org/10.1108/BFJ-03-2020-0244

Publisher

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Emerald Publishing Limited

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