South African Perspective of Extrinsic Wine Label Cues

In this paper, we describe the key elements to wine packaging. Through a two-phase methodology we determine the extrinsic wine label cues that influence the quality perception and purchase intention of the consumer. The first phase was a selfadministrative questionnaire (80 respondents) and the second phase an eye-tracking method (44 participants). Phase one’s results showed the importance of the front label and brand name. Phase two of the methodology again highlighted the importance of a known brand name, a classical look and feel, the importance of the visibility of the grape variety, terms like "reserve" or "limited edition". The images on the bottle can have a negative influence on the quality perception and purchase intention if not wine related.