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This work focuses on measuring the importance of the attributes which influence the wine choice of Italian consumers when they buy wine either in a retail or on-premise setting. Our goal is try to identify significant behavioural differences across geo-demographic subgroups of the sample, in order to give marketers an instrument to develop more efficient marketing strategies. We applied the BW method together with an ordinal logistic regression to compare subgroups. The main advantages of this methodology are (a) a higher discriminating power for the measure of the degree of importance given by respondents to attributes, (b) the avoidance of rating bias problems, and (c) the use of ordinal logistic regression to compare potential market segments. A general analysis of BW scores shows that direct, personal and sensorial experiences are the most importance attributes when choosing wine. The ordinal logistic regression model showed only a few differences among sociodemographic segments in the sample. However, some important differences were found. In particular the analysis showed that while choosing wine in retail stores the level of involvement respondents have toward wine, the frequency of consumption and the geographical province of the respondents showed the greatest differences in attribute importance. Respondents in the on-premise sector were more similar across the sociodemographic groups compared to the retail respondents, with differences in the age of interviewees having the greatest compared to other variables.

a b s t r a c tIn this paper we investigate consumers' emotional responses to food packaging. More specifically, we use self-report and physiological measures to jointly assess emotional responses to three typical food packaging elements: colours (low-wavelength vs. high-wavelength), images (positive vs. negative) and typefaces (simple vs. ornate). A sample of 120 participants was exposed to mock package design concepts of chocolate blocks. The results suggest that images generate an emotional response that can be measured by both self-report and physiological measures, whereas colours and typefaces generate emotional response that can only be measured by self-report measures. We propose that a joint application of self-report and physiological measures can lead to richer information and wider interpretation of consumer emotional responses to food packaging elements than using either measure alone.

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PurposeCask wine (bag‐in‐box, soft pack) has not received considerable attention in wine marketing research, but interest among winemakers and consumers has been increasing steadily. However, little is known about what drives consumer preferences for cask wine and, furthermore, what the profile of the cask wine consumer is. This study aims at filling this gap.Design/methodology/approachBased on a web‐based survey, the best‐worst scaling (BWS) method was applied to measure the importance of attributes that Greek consumers assign when choosing cask wine. Then, a latent class clustering analysis based on the importance ratings of the attributes was applied in order to segment the Greek cask wine market.FindingsThe most important attributes were found to be price, quality and convenience packaging, whereas brand, grape variety and origin were found to be the least important ones. In relation to structure, the Greek cask wine market was found to consist of four distinct segments that were labelled as connoisseurs, convenience seekers, experienced and risk averse. These segments showed differences in relation to their past experience and in the importance given to intrinsic (quality, taste, origin) as opposed to extrinsic cues (brand, price, convenience packaging).Research limitations/implicationsTwo main strategic directions are suggested to Greek cask wine producers: they can either maintain the current approach to the market by providing a “simple”, not particularly refined wine, or adopt a sustainable eco‐friendly positioning.Originality/valueThis study contributes to the understanding of what drives consumers' preferences for cask wine, something that few studies have done until now. Moreover, this is the first study to use the BWS method for this type of product.

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Purpose – This study aims to test whether the attributes developed via qualitative or conceptual approaches link to the concept of luxury when measured using a quantitative approach. Given the critical role price has in the definition and identification of luxury products, this research measures whether the use of different attributes is exclusively associated with the highest price points in each category or whether there is some level of sharing with lower price points. Design/methodology/approach – A total of 431 respondents sociodemographically representative of the Australian population were screened for familiarity with the category and then randomly assigned to one of three product categories (wine, spirits and perfume). Best–worst scaling was used to measure the associations between different attributes and the concept of luxury, while the pick-any method was used to measure the association of different attributes to different price points. Findings – The findings are consistent across the three categories investigated, i.e. “premium quality”, “authentic/trustworthy brand” and “good brand reputation/status”, are much more associated with luxury than with regular brands. “Luxury”, “premium”, “antique/old vintage”, “limited production/edition” and “premium price” consistently cluster around the highest price point in each category, while the other attributes tested did not. Originality/value – Despite the plethora of research about attributes associated with the luxury concept, this is the first study attempting to measure the size of the association. The consistency of the results across the three product categories is encouraging in terms of the generalisability of the results for future research.

Purpose-The purpose of this paper is twofold: to give a descriptive outlook of the competitive environment in the UK wine market, and then to show the presence of "consumer confusion" elements in it. Design/methodology/approach-The consumer confusion concept has been considered as a framework in order to test the existence of the principal elements of consumer misunderstanding in the buying process. Data have been collected from secondary sources and through in-depth semi-structured interviews among a sample of 40 stakeholders of the wine supply chain in the UK. Findings-The main findings prove the existence of the essential characteristics that can generate a certain degree of consumer confusion, and the relative consciousness of key informants that some strategies need to be adopted to reduce it, although only a few have already been performed. Originality/value-This paper is probably the first work that tests the consumer confusion conditions through a qualitative analysis following the expectations of previous research conducted by Drummond and Rule.