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Consumer’s perception of wine packaging

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Consumer’s perception of wine packaging

  1. 1. CONSUMER’S PERCEPTION OF WINE PACKAGING: A CASE STUDY. Kholoptsev Daniil Titova Kate Group 5202
  2. 2. AGENDA 1. Introduction 2. Main features of RG approach 3. Research design and interview protocol 4. Consensus analysis 5. Content analysis 6. Conclusion
  3. 3. INTRODUCTION. OBJECTIVES: To elicit as many as possible “dimensions” of wine packaging relevant to the purchasing decision. To get answers on the following questions: 1. What consumers mainly see in a bottle at first glance? 2. Packaging elements are relevant in the comparison among alternative products?
  4. 4. METHODOLOGICAL FRAMEWORK The RD technique of the interview was developed as a tool to elicit the constructs that people adopt to describe the “elements” (as people, events, things) the researcher is interested in.
  5. 5. S E V E R A L F E AT U R E S O F RG T ( R E P E R T O RY G R I D T E C H N I QU E ) : ① The RGT eliminates(исключает) the interviewer bias(наклон) in the definition of descriptive dimensions. ② RG represents a valuable tool in the definition of marketing strategies ③ RG reduces to a relevant extent the difficulties that usually arise during non structured interviews.
  6. 6. EXAMPLE. RESEARCH DESIGN AND INTERVIEW PROTOCOL.  30 in-depth interviews  Participants were given two wine typology (15 for white and 15 rose wines)  Two sets of competitors were chosen  Each interview consisted of 2 phases: “formal” and “debriefing” (using a Likert scale)  As a consequence, two analysis were carried out: a generalized procrustean analysis and a content analysis of the transcripts
  7. 7. CONTENT ANALYSIS:  Colours  Shape and the size of a bottle  Labels  Distinction  Tradition and innovation
  8. 8. CONCLUDING REMARKS 1. What consumers mainly see in a bottle at first glance? The fist glance description of packaging is built by respondents around two fundamental dimensions. On the one hand consumers seem to be affected by shape, size and colour of the bottle on the on the other hand they consider the dress of the bottle. 2. Which packaging elements are relevant in the comparison among alternative products? Colour, shape and size. In the case of wines considered in the study, the most important dimensions were the bi- polar dyads of tradition vs. innovativeness, distinction vs. anonymity and care vs. carelessness.

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