Abstract
In recent years, the Portuguese market has seen the launch of many new wine brands with novel designs that differ from the traditional products. However, there is not enough information about how the design of the wine bottle influences the brand selection process, nor about which segment of consumers most values this design as a purchasing criterion. In order to enhance the knowledge on this subject, a survey has been conducted on a sample of 437 wine buyers. The results show that taste, aroma and price are the most important criteria, while aspects related to design are less valued. Even so, three different segments of consumers can be identified, with the segment seeking value for money placing the most importance on the design of the wine bottle.
Highlights
The extensive and heterogeneous competition existing in the wine market makes for a very complex consumer purchasing process
There has been a boom in new designs for wine bottles in traditional markets such as Portugal: different images on the labels, new colours, types of brand name, among others
The attributes related to price and the origin of the wine are among the most important, but other intrinsic attributes are considered little in the purchasing decision, such as the grape variety, colour or alcohol content
Summary
The extensive and heterogeneous competition existing in the wine market makes for a very complex consumer purchasing process. Wine has many different attributes, both extrinsic and intrinsic, which can be considered by the consumer as criteria for choosing a brand. There has been a boom in new designs for wine bottles in traditional markets such as Portugal: different images on the labels, new colours, types of brand name, among others. This raises the question of the importance of design elements on wine packaging when purchasing wine.
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