Study on the importance of wine bottle design on consumer choices
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
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited