Influence of Wine Packaging on Consumers' Decision to Purchase

Abstract

The purchase of a bottle of wine is often a challenging decision for most consumers. The marketing of a wine's package, which consists of several interrelated cues (bottle shape, color, closure, and label design), interfaces with the key factors of the consumer's experience, knowledge of wines, self-confidence and the occasion at hand to form buying decisions. Some consumers know what they want and select a wine based on their experience or the wine's packaging cues. Other consumers examine a bottle's label to satisfy their information requirements. Using a self-administered questionnaire, this study evaluated the effect that the wine packaging has on the consumers' decision to purchase. Results showed that respondents placed great significance on the overall label and bottle packaging and that wine labels were intimidating, with females more concerned about making a wine buying decision.