Variety Of Brands Research Articles

Impact of Advertisements towards Customer Purchase Decision: A Study with reference to Cosmetic Products

In the current era of information explosion and the world of media, advertisements play a major role in changing the behavior and attitude of consumers towards the products shown in the advertisements. The advertisements not only change the way of product is consumed by user but alter the attitude with which they look at the product. All over the world, advertisements have been used since ages for a wide variety of brands. For over the last two decades, a sharp increase in advertisements can be witnessed. Advertisements have great influence in purchasing decision of customers for particular brands. It is a ubiquitously accepted fact that advertisements can bestow special attributes upon a product or service that it may have lacked otherwise. The study focuses on identifying the influence of advertisements on the consumer behavior and attitude with special reference to the cosmetic products on youth between 15 to 24 years of age. In order to seek answers to the research problem a descriptive mode of research was employed. The information was collected from the primary as well as the secondary sources. The study was conducted in Bangalore City with a sample size of 100 respondents with main focus on the youth through random sampling method. The data collected was analysed using various statistical techniques through SPSS. The study went on to prove that there is a strong relationship between the cosmetic advertisements and customer purchase decision. The result of the study would help various stakeholders to act cautiously and responsibly.

Changes in tar yields and cigarette design in samples of Chinese cigarettes, 2009 and 2012.

China is home to the greatest number of smokers as well as the greatest number of smoking-related deaths. An active and growing market of cigarettes marketed as 'light' or 'low tar' may keep health-concerned smokers from quitting, wrongly believing that such brands are less harmful. This study sought to observe changes in cigarette design characteristics and reported tar, nicotine and carbon monoxide (TNCO) levels in a sample of cigarette brands obtained in seven Chinese cities from 2009 to 2012. Cigarettes were purchased and shipped to Roswell Park Cancer Institute, where 91 pairs of packs were selected for physical cigarette design characteristic testing and recording of TNCO values. Data analysis was conducted using SPSS, and was initially characterised using descriptive statistics, correlations and generalised estimating equations to observe changes in brand varieties over time. Reported TNCO values on packs saw mean tar, nicotine and CO levels decrease from 2009 to 2012 by 7.9%, 4.5% and 6.0%, respectively. Ventilation was the only cigarette design feature that significantly changed over time (p<0.001), with an increase of 31.7%. Significant predictors of tar and CO yield overall were ventilation and per-cigarette tobacco weight, while for nicotine tobacco moisture was also an independent predictor of yield. The use of ventilation to decrease TNCO emissions is misleading smokers to believe that they are smoking a 'light/low' tar cigarette that is healthier, and is potentially forestalling the quitting behaviours that would begin to reduce the health burden of tobacco in China, and so should be prohibited.

Toxic metal and nicotine content of cigarettes sold in China, 2009 and 2012.

Metals of primary health concern can accumulate in the tobacco plant and contribute to smokers' exposures to carcinogens, a significant cause of the millions of smoking-related deaths in China each year. These exposures are due to the smoker's addiction to nicotine. This study sought to explore toxic heavy metal and nicotine concentrations in the tobacco of Chinese cigarette brands purchased in 2009 and 2012, as well as its regional variation. Cigarette packs for this study were purchased from seven Chinese cities in 2009 and 2012, and 91 pairs of cigarettes were matched based on UPC for comparison. Ten cigarette sticks were randomly selected from each pack and tested using polarised energy dispersive X-ray fluorescence (XRF) for arsenic (As), cadmium (Cd), chromium (Cr), nickel (Ni) and lead (Pb) concentrations. Nicotine analysis was conducted following Coresta's Recommended Method N°62. Data analysis was conducted using SPSS, encompassing descriptive statistics, correlations and generalised estimating equations to observe changes in brand varieties overtime. On average, from 2009 to 2012, As, Cd, Cr and Pb concentrations have decreased in Chinese tobacco. Of the seven cities where the cigarette brands were purchased, only four cities showed significant differences of the selected metals from 2009 to 2012. However, there was no significant change in the tobacco nicotine content from 2009 to 2012. Tobacco in Chinese cigarettes purchased in seven geographically disbursed cities contains consistently high levels of metals, including carcinogens like Cd. One source may be the improper use of fertilisers. These numbers should be monitored more carefully and regulated by health officials.

A Study of the Factors Impacting Choice of Shopping Formats and Specific Stores in Respect of Specified Consumer Durables in Noida.

This study seeks to determine whether product categories impact the shopper’s choice when choosing a particular shopping format and what factors impact the choice of a specific store in the purchase of a consumer durable. The results of the study marginally differing responses for home appliances and electronic goods in the purchase consumer durables Multi brand outlets are more preferred for home appliances and company showrooms for electronic goods. Modern Trade Outlets come third in the list for both. The study also shows that convenience in outlet location and convenient hours of working play a major role in choosing a particular store. Price sensitivity is present in shoppers and varieties of brands stocked also help determining the choice of the specific store. Further study is advised especially to consider factors which impact the shopper’s choice pre-store and in-store as well, and whether income plays a determining role in the decision making as regards the same.

Impact of the removal of light and mild descriptors from cigarette packages in Ontario, Canada: Switching to “light replacement” brand variants

ObjectiveThis study assessed cessation and brand switching among smokers in Ontario, Canada after tobacco companies' voluntary removal of ‘light’ and ‘mild’ descriptors from cigarette packages. MethodWe analyzed longitudinal data on brand preference and cessation from a cohort of smokers (n=632) in the Ontario Tobacco Survey in Canada from 2006 to 2008 with a longitudinal regression model. ResultsWhile cessation differed by brand variant prior to the ban (7% light vs. 3% regular; P<0.05), it did not differ by brand variant after the ban was implemented. In 2008, when light cigarette brand variants were no longer available, 33% of the sample still reported smoking lights and 31% smoked light replacement brand variants. During each subsequent follow-up, light brand smokers had 2 times the odds of smoking regular brand variants (Adjusted OR: 2.03, 95% CI 1.80,2.29), and almost 5 times the odds of using light replacement brand variants (Adjusted OR: 4.87, 95% CI 4.07,5.84), respectively, compared to continuing to smoke lights. ConclusionsEven after removing misleading descriptors from cigarette packs, smokers continued to report using light brand variants, and many switched to newly introduced light replacement brand variants. After full implementation of the ban, cessation did not vary by brand variant.

Comparison of broiler performance and carcass yields when fed diets containing genetically modified canola meal from event DP-Ø73496-4, near-isogenic canola meal, or commercial canola meals

Genetically modified (GM) canola (Brassica napus L.) line containing event DP-Ø73496–4 (hereafter referred to as 73496 canola) was produced by the insertion of the glyphosate acetyltransferase (gat 4621) gene derived from Bacillus licheniformis. Expression of the GAT4621 protein present in 73496 canola plants confers in planta tolerance to the herbicidal active ingredient glyphosate. The objective of this study was to compare the nutritional performance of broiler chickens fed canola meal from 73496 canola seed with that of broiler chickens fed non-GM canola meal in a 42-d feeding trial. Diets were prepared using meal processed from seed from unsprayed 73496 plants or from plants sprayed with an in-field application of glyphosate herbicide [73496(S)]. For comparison, additional diets were produced with canola meal obtained from the non-GM near-isogenic control or non-GM commercial reference DuPont Pioneer brand varieties 42H72, 42H73, 46A65, and 44A89. Diets were fed to Ross 708 broilers (n = 120/group, 50% male and 50% female) in 3 phases: starter and grower phases containing 10 or 20% canola meal, respectively, and a finisher phase with a common corn-soybean meal diet without any canola meal. No statistically significant differences were observed in growth performance measures or organ and carcass yields between broilers consuming diets produced with canola meal from unsprayed or sprayed 73496 seed and those consuming diets produced with canola meal from control seed. Additionally, all performance, organ, and carcass measures from control, 73496, and 73496(S) canola treatment groups were within tolerance intervals constructed using data from the reference canola groups. It was concluded from these results that meal processed from 73496 canola seed (unsprayed plants or plants sprayed with glyphosate) was nutritionally equivalent to meal processed from non-GM near-isogenic control canola seed.

Strategi Pemasaran Pada UKM Keripik Tempe Sanan Malang

Small and Medium Enterprises (SMEs) have a major role in the economy of country , both in contribution to the Gross Domestic Product and total employment. In order to develop its business, tempeh SME Sanan Chips has to create an innovation and conduct an improvement in order to be able to compete with other businesses. Due to existence of competition among the competitors with different brand of chips, so SME tempeh chips Sanan should improve properly the determination of marketing strategy. Strategy analysis can be conducted by using element of marketing mix. That triggers the necessity to conduct a research in terms of factors appealing marketing and measure how well a united element of marketing mix is performed according to the marketing strategy. After gaining information related to element of marketing mix from the questionnaire given to the SME tempe chips, then analysis is performed based on SWOT and QSMP to determine the major marketing strategy. According to the result, SME Sanan Chips should adopt the marketing strategy by: focusing on product diversity through producing various chips, launching a brand variant with a various pack and net weight in order to offer different choices to the consumers, developing an agent networks to expand the region of market sale, conduct promotion through exhibitions and major events in the Province of East Java, promoting the product intensively through a free advertisement and social media.

Product recalls and product-harm crises

Purpose– The aim of this study is to investigate and analyze product recalls and product-harm crises in the US toy industry, which is a major area in marketing and firms' competitiveness.Design/methodology/approach– By using longitudinal data from the US Consumer Product Safety Commission (CPSC), the paper uses content analysis to compare and contrast toy recalls, product hazards and country of origin issues of 721 toy recalls in the US market between 1974 and 2008, covering 270 million recalled toys.Findings– Findings of this work reveal that most of the recalled toys were manufactured in China, although a wide variety of toy brands were designed in the USA. Major hazards of toy recalls included choking, lead poisoning, aspiration, fire/burn and other injuries.Research limitations/implications– The study relied on the CPSC's data that seemed representative of the toy industry in the US market, but missed other markets of Europe and Asia. Also, there was availability of detailed data in sub-categories of the toy industry.Practical implications– The paper provides useful academic and managerial implications that can help us understand the issues of product recalls and product-harm crises.Social implications– Toys are one of the most widely available products in the world; the industry is a $50 billion industry and has transformed itself from a small-scale business sector into a well-established industry.Originality/value– This investigation is particularly important in the areas of firm-specific competitiveness, business ethics and regulatory and societal issues.

Out-of-Home Innovations in India in the Recent Past

Introduction: The last two decades have witnessed the changing landscape of business policies and consumer behavior caused by rapid technological advances. In particular, consumers in the major cities spend almost half the day outside the home and on-the-go so that the marketer has a complex task in creating a consolidated campaign to reach out to the consumer at an increasing number of touch-points. In addition, with a cluttered television market and growing fragmentation, marketers must seek options in the out-of-home space to improve competitiveness and constantly innovate. However technological improvements have permitted the execution of imaginative ideations like never before and this has allowed marketers to be more innovative in their communication to break through the clutter. However, the out-of-home industry itself has only in the past few years begun to get established and organized and it is yet plagued by a large number or regulatory and fragmentation issues. This research sought to evaluate the extent of evolution of the out-of-home industry through an in-depth understanding of its viability and future potential for marketers which a focus on innovations in the past few years. Methodology: The methodology adopted was intended to create a balance between primary and secondary research without focusing too much on one. Primary research included interviews that were conducted amongst various industry experts, marketing professions and representative consumers. Secondary research on the other side involved a qualitative analysis done with the help of articles from online outdoor advertising forums, newspaper and through reports and case studies to substantiate the primary data. Five campaigns were selected of which there were three outdoor campaigns – Volkswagen’s Vento launch campaign, Tata Docomo’s Do the New campaign and Coca-Cola’s CWG campaign; and two multimedia campaigns – Pepsi Max’s launch campaign and Reebok’s Reezig campaign. These campaigns were selected on the basis of the extensive appreciation and accolades they received in the industry for their innovative work. They were also chosen keeping in mind the potential to draw key universal elements and learnings which can be applied to other campaigns by marketers. Key Findings: Firstly, the research suggests that the out-of-home medium has become a very strong brand-building medium and not just a reminder medium for a variety of brands across product categories. Secondly, it has emerged from the selected case studies that innovative advertising in the outdoor space has led to successful and measurable results which if assessed in more detail would prove high efficacy of advertising through use of innovations. Thirdly, while there is a large potential for the industry in terms of growth and maturity, the retail and merchandising segment is still not being effectively utilized due to a multitude of reasons – most important being the lack of a unified body and experts who can carry it forward. Moreover, with the secrecy surrounding spends by companies on this segment, transparent policies and activities are yet to emerge. Fourthly, the technological progressions in the form of LED, lenticulars and high-impact graphics are now giving marketers the freedom to execute out-of-the box ideas to attract consumers and deliver high recall. However, the cost-effectiveness though very high for campaign specific advertising, still remains debatable when it comes to being used on a large scale. Fifthly, the focus on research-based software and metrics for efficacy though growing slowly but surely is an important trend that will help bring more credibility and stability to the out-of-home medium. Finally, with systemic change still a distant dream and regulatory apathy still a reality, efforts by authorities and industry professionals on self-regulation seem to be boding good news for the viability of the medium.

Brand Awareness, Ad Attıtudes and Ad Features Toward Engagement on Youtube: an Empırıcal Study of Green Automobıles

The purpose of this paper is to develop suitable measurements for brand awareness, ad attitudes, ad features, and customer engagement on YouTube, also to investigate the relationships among brand awareness, ad attitudes, ad features toward engagements on YouTube and conduct an empirical study of green automobile videos on YouTube channel. YouTube as social media video sharing platform are used as a platform to investigate customer engagements. The study utilizes statistics data from YouTube channel. There are 7 green car model of video advertisements chosen as the sample of this study. Total number of observations are 633 green car video advertisements on YouTube. Comparison of full model and reduced model also multiple linear regression are conducted to analyze the relationship among brand awareness, ad attitudes, ad features toward engagements. The result shows thatbrand awareness and ad attitudes play very important role to engage customer on YouTube. Hence ad features doesn’t significantly play important role to engage customer on YouTube. The result of this research also shows that green or non-green messages which delivered by each video advertisement is not influence significantly. Indicate that it is important for company to consider use YouTube as one of video sharing platform to engage their customer through online video advertisements.This research model also can be used for another social media in example facebook, twitter, etc with different measurement. This research framework also can be used to analyze the effectiveness of company’s engagement process on YouTube. Online advertisers therefore should work with companies that operate social media websites especially use YouTube to increase the persuasive effects of interactivity, make advertised products more tangible for potential consumers, identify the most important attributes, and use these attributes in advertising. There is no previous research addresses about this kind of issues. The study combine three variables brand awareness, ad attitudes, and ad features toward engagement together and focus on YouTube as video sharing platform.

Statistical notes for clinical researchers: Two-way analysis of variance (ANOVA)-exploring possible interaction between factors

When we have a continuous outcome e.g., bonding strength and two categorical explanatory variables such as 4 different resin types and 2 different curing light sources, usually we consider applying the two-way ANOVA for analyzing the relationships. However because implementing the two-way ANOVA is relatively complicated, some clinical researchers prefer to apply the one-way ANOVA for one factor on each level of the other factor, repeatedly. They often insist that they are interested only in one factor (e.g., manipulation methods) and are not interested in the other factor (e.g., brands), claiming that the one-way ANOVA is the more appropriate strategy. Even though the trial with a variety of brands may be considered as a simple way of generalization among various brand types, possible different effects of materials of different brands can never be detected by the one-way ANOVA. Actually materials of different brands may have slightly different ingredient compositions which may elicit different effects on the other factor. Application of the one-way ANOVA cannot detect the possible interaction between two explanatory categories. Table 1 shows a data of bonding strength of four types of resin (A, B, C and D) on the teeth surface with a simultaneous use of two different curing light sources (Halogen, LED). The highest overall bonding strength is found on resin D followed by resin C and resin B showing insignificant differences (see the superscript a, b, and c). Considering cases using the 'Halogen,' resin D is the strongest among four resin types, while resin C shows the highest value when the 'LED' was used. This explicitly shows that the effects of different resin types are not following a similar trend according to different levels of curing methods, 'Halogen' or 'LED'. Figure 1a shows that trend of (descriptive) mean bonding strengths for resin types are changing according to the levels of curing methods. Figure 1 Graphs for bonding strength by resin materials (A, B, C, and D) displayed as separated lines of different curing light sources (Halogen & LED): (a) Descriptive means; (b) Estimated means by the model with the interaction term; (c) Estimated means ... Table 1 Measurements of bonding strength (Mpa) according to four different types of resin and two curing methods

A Study on Impact of Sales on Financial Performance of Maruti Suzuki India Limited

The automobile sector is a significant contributor in national economy of any country and it is also an indicator of the living standard of the people of a country. Being a developing country, there are a number of domestic and foreign automobile companies working in India. Maruti Suzuki is one of the leading companies of automobile sector, accounting for about 50 per cent of the total sales of the industry in 2012. The market share of Maruti Suzuki India Limited in passenger car segment in Domestic Market is about 37 per cent in 2014. The company has introduced a variety of brands of passenger cars to cater the needs of all segments of market. The company has received many awards and achievements through continuous innovations and technical know-how. The present study is an attempt to evaluate the financial performance of Maruti Suzuki India Limited which is one of the largest automobile sector companies in India. The financial performance has been evaluated by exploring the impact of Domestic and International Sales on Net Worth, Profit After Tax and Earning Per Share of MSIL.

Pengaruh Kualitas dan Diferensiasi Produk Terhadap Loyalitas Pelanggan

The quality of the product is a combination of the properties of the product in use in accordance with customer’s expectations and goals. While differentiation is the effort of a company to differentiate its products from competitors' products in a trait that makes it more desirable. In consuming the products customers are often confronted by a variety of brands, the company should be able to create a quality product and has the distinction or differentiation in order to increase customer loyalty. The purpose of this study was to determine the quality of products J.CO Donuts &amp; Coffee at the moment. To find product differentiation J.CO Donuts &amp; Coffee at the moment. Determine the effect of product quality J.CO Donuts &amp; Coffee on customer loyalty at this time. Then determine the effect of product differentiation J.CO Donuts &amp; Coffee for the current customer loyalty, and to determine the effect of quality and product differentiation J.CO Donuts &amp; Coffee on customer loyalty at this time. The results showed that the relationship of product quality on customer loyalty is equal to 0.749 and accounts for 56 percent of customer loyalty and product differentiation of the relationship variables on customer loyalty is 0.715 and accounts for 51.1 percent. Analysis of the correlation coefficient on the variable customer loyalty is to have 0.770 showed a strong relationship between the independent factors on customer loyalty, amounting to 77 percent. From this analysis it can be concluded that product quality and product differentiation effect on customer loyalty. This can be evidenced from the contribution of a given variable product quality and product differentiation on customer loyalty.&#x0D; &#x0D; Keywords: Quality Products, Product Differentiation, Customer Loyalty

Marketing Mix is The Only Variable to Choose Brands and Quality?

This research is to find out how the role and influence of marketing stimuli (advertising, pricing, and sales promotion) as well as the role of family and brand awareness, brand associations, perceived quality of Pepsodent toothpaste. The benefits of this research study is expected to be considered in developing a marketing mix that ultimately led to the formation of perceived qualitys. Second, updating the theory of consumer behavior and marketing theory. This research method is accomplished by using a descriptive study using survey. The population in this study is consumer of Pepsodent toothpaste. Samples done by accidental sampling. For data collection questionnaire used closed type. Operationalization variable using descriptive and quantitative analysis variable (GSCA and SEM). The results showed the influence of very low ranging from 0.00 to 0.19 for the relationship of advertising and brand awareness variables, the price and brand association variables, promotion and brand awareness variables, relationship between family variable and brand awareness and brand association. While family variable and perceived quality variable had reverse effect. The low but definite effect ranged from 0.20 to 0.39 for the advertising variable, brand associations variable, and perceived quality as well as variable promotion, promotional variable to variable brand associations and perceived quality variables. The effect was ranged from 0.40 to 0.60 for brand awareness and perceived quality variables. Recommendations to PT Unilever should deliver more competitive promotion thus proving that good quality is always supported by good and great promotion, low price version. Pepsodent should promote impressed with quality, still showing the previous experience of the people who have benefited from Pepsodent, while providing marketing and advertising top of mind to their customers so that they lose sight of the Pepsodent, still suggested best quality can be compared with its competitors, the evidence suggests that the quality is always the best. DOI : https://doi.org/10.21632/irjbs.6.3.203-213 Keywords: Marketing Mix, Family, Brand Equity, Perceived Quality

Young smokers and non-smokers perceptions of typical users of plain vs. branded cigarette packs: a between-subjects experimental survey

BackgroundIn an attempt to minimize the pack design avenue of communication between tobacco producers and smokers and potential smokers, several jurisdictions, including Norway, have considered regulations on cigarette pack design. The main aim of the current study was to investigate how package design affects young people’s perceptions of typical smokers of some pre-chosen cigarette brands and brand varieties.MethodsBased on data from a web survey among 1022 15–22 year-olds, possible effects of plain packaging of cigarettes on adolescents’ views about typical cigarette smokers were investigated. The data collection had a between-subjects design, in which participants were allocated to one of three groups, and asked to typify the smokers of selected cigarette packs either in branded, plain or plain with descriptor versions. The sample included boys and girls, and smokers and non-smokers. The smoker characteristics included in the investigation were: gender, glamour, stylishness, popularity, coolness, sophistication and slimness.ResultsAfter creating sum-scores within and across packs and pack versions, analyses indicated that a shift from branded to plain cigarette packaging would result in a reduction in positive user images related to smoking among adolescents and young adults. For girls, this effect held up after controlling for confounders.ConclusionsTo the extent that plain packaging contributes to making smoking images less positive, it can potentially be an efficient aid in reducing smoking uptake among adolescents.

Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis

Marketers frequently offer a variety of communications, brands, and service encounters that customers evaluate sequentially. When customers make these evaluations, their previous experiences in the sequence influence their current evaluation. The authors propose that these prior experiences serve as multiple reference points against which the target stimulus is judged, creating rival co-occurring comparison effects. Using real-world and experimental data, they find that assimilation and contrast effects occur simultaneously: there is assimilation to the first score within a sequence and contrast with the immediate predecessor as well as with extremes experienced earlier in the sequence. The authors document the moderating effects of extreme first stimuli, domain similarity, and individual factors of mood and expertise. They provide different recommendations for sequence construction on the basis of whether the marketer's goal is fairness, accuracy, or influencing choice. This research is unique in (1) showing how several preceding evaluations can each have an impact on a subsequent evaluation at the same time and (2) using real-world data to do so.

The role of content in creating meaningful conversations online: Case study of Henkel Beauty Care’s digital campaign in Germany

The advent of social media platforms has had a disruptive effect on the shopping habits of consumers. Whereas once a consumer would be inspired by a marketing tactic to buy certain goods or services, today they will more often than ever go online to research the product further before buying. This paper will look at how this change in buying behaviour is affecting marketing campaigns, and will ask what brands can do to adapt to this new state of affairs. Looking at the case study of Henkel Beauty Care’s digital campaigns, the paper will set out the authors’ views that far from being a threat to brands, the changing behaviour of shoppers represents a real opportunity for meaningful dialogue and engagement. The tactics described here represent best practice in social media and are being deployed by a variety of brands across many industries.

Cigarette brand variant portfolio strategy and the use of colour in a darkening market

ObjectivesTo evaluate cigarette branding strategies used to segment a market with some of the toughest tobacco controls. To document brand variant and packaging portfolios and assess the role played by...

Alternative methods for estimating common descriptors for QSAR studies of dyes and fluorescent probes using molecular modeling software: 1. Concepts and procedures

Quantitative structure activity relations (QSAR) models were developed to predict uptake and intracellular localization of probes or dyes in living cells. Many of the QSAR parameters used in such models are determined manually. Unfortunately, this requires a depth of chemical knowledge that biologists who wish to use these predictive tools do not necessarily possess. Moreover, some of the parameters are not easily obtained for all dyes and probes, which further restricts widespread use of QSAR methodology. Alternatives to some of these QSAR descriptors are defined and explained here. Estimation of these novel parameters using molecular modeling software, widely available and readily usable on personal computers in a variety of forms and brands, is described here. QSAR researchers need only draw the molecular structure and, with the proper commands, obtain either the parameters directly or the information to calculate them. I also demonstrate how the same software can generate some of the standard QSAR parameters, e.g., MW, Z, CBN, more reliably and conveniently than the manual procedures. A particularly problematic descriptor is log P, the logarithm of the octanol/water partition coefficient of a probe. This is discussed in detail and a novel alternative measure, the hydrophilic/lipophilic index (HLI), is introduced together with preliminary validation.

Relevant attributes of Portuguese wines: matching regions and consumer's involvement level

PurposeThe purpose of this paper is to identify and understand the relevant attributes, extrinsic and intrinsic, that Portuguese consumers value and are relevant in the decision process for choosing wine. Further, the study aims to check possible differences in the valued attributes regarding consumer's involvement level and wine Region Origin.Design/methodology/approachThe research was designed to identify relevant wine attributes and measure their importance when choosing a wine. In order to achieve this objective and match it with consumers' involvement and wine origin region, 30 Focus Groups were performed, involving 171 consumers from five Portuguese regions of origin.FindingsThe region of origin is the attribute that triggers the process of choosing a wine. Label/back label, price, bottle, brand, and wine varieties are also important clues, nevertheless differently valorised according to consumers' involvement. The less relevant attributes are winemaker/producer information, medals/awards, and overall design. Their importance varies with the degree of consumers' involvement and the wine region of origin. The main intrinsic attributes are flavour and aroma, regardless of involvement level or region of origin. Wine balance, freshness, acidity, colour and body have different perceptions, depending on the regions of origin. Alcohol content and gas are the least valued attributes.Originality/valueResults allow an extended perspective about the process of buying wine, matching the importance of the relevant attributes with consumers' involvement level and region of origin. The study can contribute to an accurate market‐orientation perspective.