Purpose -To explore the attributes of wine packaging that are enticing to consumers and the influence of age, gender and income on the wine-buying decision. Design/methodology/approach -To evaluate how wine packaging interplays with age, gender and income to influence consumers' decision to purchase. A self-administered questionnaire with closed-ended and five-point Likert-type scale questions was conducted in the State of Connecticut at two retail shops and five wineries. The questionnaire was pilot-tested at a local retail wine store in Connecticut to ensure reliability and clarity of the questions. Findings -Results showed that label design and bottle closures were important to respondents and that self-confidence was a significant factor for age and gender, with females and respondents between 31 and 40 years of age more concerned about making a wine-buying decision.Research limitations/implications -The selection of the state of Connecticut and the testing sites may not represent the general US wine consumer, and therefore results may not be generalizable. Future research projects could include: comparing label configurations and bottle-packaging choices with the situational use and sensory testing of wines to determine if the novice consumer can evaluate a wine characteristic such as ''peachy'' or ''floral'' as described on wine labels. Originality/value -This paper fulfils an identified need by offering practical advice to wine producers on the necessity to understand what packaging characteristics or cues are important to consumers and to focus their marketing efforts towards simple wine packaging and label designs.
PurposeThe purpose of this paper is two‐fold: to enhance the tangible quality construct by considering cleanliness as a customer service quality dimension; and to assess customers' opinions on cleanliness by gender and education.Design/methodology/approachThe population under study is the general adult population of a Southwestern US city. The subjects voluntarily participate through a link to an anonymous online survey provided on a university's daily electronic news medium. Reliability and factor analyses are used to determine if the 32 criteria will in fact become an effective analysis measurement scale for cleanliness and multivariate analysis is used for the segmentation.FindingsThe results indicate that customers have made decisions to select, stay or return to an establishment based upon cleanliness. The results are meaningful because they suggest a scale that is reliable and valid and can be used to measure customer perceptions of cleanliness in a service organization. The results also confirm that education and gender are significant factors in assessing perceptions of cleanliness.Research limitations/implicationsThe sampling method is a limitation to this study, as the sample represents a limited cross‐section of the US population.Practical implicationsThe results of this paper provide service establishments that consider loyalty and repeat business key to their financial success, indicators that cleanliness is a critical component of the overall physical environment and influence customers' assessment of the service experience.Originality/valueThis paper examines the dimension of cleanliness in detail through the creation of a measurement scale and considers customers' perceptions and willingness to return.
PurposeMarketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. Yet, the indication from empirical investigations regarding the link between respondents' stated intentions and their actual behavior is not as clear. Predicting which consumer will purchase an environmentally friendly product, the research remains split, particularly when it comes to perceived “trade‐offs” between the environmental benefits, quality, and cost. In this regard, previous research has fallen short in examining consumers' actual purchase behavior versus self‐reported purchase intentions. This paper seeks to address these issues.Design/methodology/approachThis study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey and the Vickrey auction method.FindingsThe results show that respondents expressing a high intention to purchase environmentally friendly wines also reported strong attitudes and values toward the environment. However, the gap between stated willingness to pay and the actual price paid was wide.Research limitations/implicationsThe study was restricted to the investigation of one type of product. The model should be tested with a number of products that are purchased on a regular basis.Practical implicationsGiven the wide disparity between stated willingness to pay and actual price paid for those expressing high purchase intentions, marketing should use caution when assessing this targeted group for new product launches and potential price changes.Originality/valueThis study assessed the same cohort using a survey and auction experiment to relate consumer values and purchase intentions with actual behavior.
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