Information the wine consumer wants on the back label of a wine bottle - to assist with the consumer's purchasing decision?

[摘要] ENGLISH ABSTRACT:In an ever-increasing wme market in which the decision to purchase becomes increasinglycomplicated for the consumer of wine because of the greater variety of wines that are availableon the shelves of wine shops, wine producers and marketers are compelled to differentiate theirproduct from the rest of the products. This can be done by finding more and better ways ofproviding the consumer with correct information to support the decision to purchase. Suchinformation should support the consumer in the place where the decision to purchase must bemade, namely at the shop shelf. This is where the packaging, which includes the label, is themain source of information. Correct information is a relative concept and the aim of this studywas to determine what the consumer regarded as the most important information on the backlabel of a bottle of wine.A questionnaire was compiled to collect such information and was distributed in the Bolandregion. Wine consumers who also are buyers of wine were asked to complete the questionnaires.The results of the study indicated that, although twenty options with regard to information, whichwere presented in the questionnaires, were all regarded as important, eight of these options wereclearly given a greater degree of preference.The challenge presented to the winemaker and marketer is to exercise a selective choice withregard to the information to be accommodated in the limited area of the back label on a winebottle to thereby adequately meet the consumer's need for information relevant to the particularwine

[发布机构] Stellenbosch University