This paper aims to illustrate and discuss the importance of packaging attributes in the wine market. A survey was conducted in the north of Italy to assess how different attributes affect the probability of choosing a bottle of Prosecco wine. Two hundred face-to-face interviews based on a structured questionnaire were administered in Milan and Padua supermarkets to elicit preferences. Each respondent ranked three new bottles of Prosecco wine and expressed the importance of different packaging characteristics in its choice. Product attributes include Label’s form, Label’s colours, the Label in its entirety, the Writing “Prosecco”, the Band on the bottle’s neck and the Bottle’s shape. The interviews allowed us to recognise the bottle customers found the most attractive, and rank-ordered logistic regression was able to disentangle which packaging characteristic led to their decision.

Consumers’ perception of Prosecco wine packaging: A pilot study in Padua and Milan

Procidano I.
;
Mauracher C.;Valentini M.
2021

Abstract

This paper aims to illustrate and discuss the importance of packaging attributes in the wine market. A survey was conducted in the north of Italy to assess how different attributes affect the probability of choosing a bottle of Prosecco wine. Two hundred face-to-face interviews based on a structured questionnaire were administered in Milan and Padua supermarkets to elicit preferences. Each respondent ranked three new bottles of Prosecco wine and expressed the importance of different packaging characteristics in its choice. Product attributes include Label’s form, Label’s colours, the Label in its entirety, the Writing “Prosecco”, the Band on the bottle’s neck and the Bottle’s shape. The interviews allowed us to recognise the bottle customers found the most attractive, and rank-ordered logistic regression was able to disentangle which packaging characteristic led to their decision.
File in questo prodotto:
File Dimensione Formato  
pack prosecco.pdf

accesso aperto

Tipologia: Versione dell'editore
Licenza: Accesso libero (no vincoli)
Dimensione 12.83 MB
Formato Adobe PDF
12.83 MB Adobe PDF Visualizza/Apri

I documenti in ARCA sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/10278/3741008
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 0
  • ???jsp.display-item.citation.isi??? ND
social impact