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South African Perspective of Extrinsic Wine Label Cues

Journal: Athens Journal of Business & Economics (Vol.2, No. 2)

Publication Date:

Authors : ; ;

Page : 181-194

Keywords : Extrinsic packaging cues; Quality and price perception; Wine purchase.;

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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.

Last modified: 2016-03-23 15:54:44