Motivational factors of gender, income and age on selecting a bottle of wine

Abstract

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.

Please, talk about it! When hotel popularity boosts preferences

“…In contrast, females rely on a broad variety of information and they usually attempt an elaboration of all available information unless they are restricted by memory constraints. In the hotel and food industry, decisionmaking processes were shown to be more time consuming among females and high age groups, while income seems not to play an effect (Barber et al, 2006;Han et al, 2009). Based on the above arguments and on the evolutionary psychology literature on impulsiveness (Cross et al, 2011;Wilska, 2003), we argue that there is a demographic effect in the trade-off between using multiple pieces of information and saving time and cognitive effort.…”

Customer value perception: cross-generational preferences for wine

“…Previous studies have shown that involvement impacts the product attributes which consumers choose to evaluate a wine (Bruwer and Huang, 2012;Barber et al, 2008a;Quester and Smart, 1996;Zaichkowsky, 1985) and that it can be used to segment the wine market (Lockshin et al, 1997(Lockshin et al, , 2001). Moreover, international research has shown that demographic variables such as gender (Forbes, 2012;Barber et al, 2006) or age (Fountain and Lamb, 2011;Thomas and Pickering, 2005;Goldsmith and d'Hauteville, 1998) affect the wine purchase.…”

Packaging elements and their influence on consumers’ buying behaviour

“…Green purchasing is essentially the act of buying environmental friendly products. The research model in this study examines the consequences of predictor variables (environmental concern, organizational green image and environmental knowledge) upon criterion variable (green purchase intention) with the moderating effect of perceived product price and quality Rettie & Brewer, 2000;Barber, Almanza, & Donovan, 2006). Adelina & Morgan (2007) conclude that Packaging could be treated as one of the most valuable tool in today's marketing communications; Packaging has an important impact on consumers buying behaviour.…”