The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness

Abstract

The relative impact of several extrinsic attributes on informed hedonic liking and purchase intent for wine is measured by combining a blind hedonic test with an informed tasting of the same wine packaged in different product concepts. This study separated the relative effect of various attributes and also considers differences between consumers in their responsiveness to various product cues. Five-hundred and twenty-one regular wine consumers participated in a central location test in three German cities in 2005. Respondents first rated hedonic liking of a white wine in a blind condition, then evaluated elements of product concepts differing in four extrinsic attributes, region of origin, grape variety, brand and packaging style, before indicating their liking and purchase intent in an informed condition. Overall, label style and brand evaluation were the strongest drivers for informed liking followed by liking in the blind condition. Purchase intent was influenced directly only by informed liking and price evaluation; the effect of the extrinsic and intrinsic cues is mediated through informed liking. A latent class regression resulted in three consumer segments that differ in the responsiveness of their informed liking to the different product characteristics. Younger inexperienced consumers utilised a mix of various cues, wine experienced consumers based their evaluation mainly on grape variety and blind hedonic liking, and older frequent wine consumers were influenced most strongly by brand and packaging. These findings provide insights into the relative impact of product packaging, branding and labelling on overall product liking and indicate strong differences in how consumers respond to different product characteristics.