What Message Does Wine Send to the Consumer Through the Label

Abstract

Abstract Wine is a complex product that goes from the concept of food to that of hedonic drink in the perception of consumers. In this context, it is very important for wine producers to understand the factors of perception of consumer quality but also the relative importance they attach to these factors when deducting the quality of wine to meet these expectations, needs or desires. The existing label on a bottle of wine must contain practical and accurate information so that the consumer makes the purchase decision instead of a similar products. Buying wine in the retail store system (specialized stores) should not hurt more than ten minutes (2003, Schnettler and Rivera). So, both the information on the label and the product evaluation will be closely related to the time consumers need to observe and analyze them (2017, Krishna et al.). If we include the information such as: the designation of origin, therapeutic recommendations, nutritional information, have a great influence on the intention to purchase and as a result this aspect requires in-depth studies. Content is especially important for experienced consumers who are looking for relevant information available to be sure of their purchase. This article presents importance to wine specialists, experts, research, as a starting point in understanding information about consumers behavior for the same products and markets. They can be used as a guide to identify similarities in consumer behaviors for different products with wine-like features. We aim to complement this research with recent findings and conclusions related to consumer behavior by studying culture and noting differences in the country, culture, religions or races in wine consumption. We can provide a general picture of the current state of education of the factors of perception of wine quality through sensory analysis. To this end, the factors determining the perceived state of the wine as a product, the state of the consumer and the state of consumption shall be analyzed first. Then, the most widely used methodologies are discussed to study the hedonic sense of consumers. Finally, the characteristics of wine related to the perception of the quality are evaluated.