Impact of wine labels change on consumer preferences - The case of Fiuza & Bright

• Autor(a) principal: Abegão, Manuel Lopes Corregedor
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/18249
• topic: Consumer preferences; Redesigning wine labels; Fiuza & Bright; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The purpose of this thesis is to understand if the change on the labels of a specific winery Fiuza & Bright has a positive impact on consumer preferences. A survey was conducted in order to evaluate if the consumer prefers the new labels, when comparing with the previous ones. Consumer preferences and the features that can influence consumer-purchasing decisions were also evaluated. There were 447 surveys considered valid and findings indicate that almost 50% of the interviewed still prefer the previous labels, when comparing with the redesigned ones. Despite that, the new labels were considered to be more attractive, more in line with the winery’s history and the whole wine range is more uniform with the new design. Another positive conclusion is that almost none of the interviewed individuals will decrease their consumption of Fiuza wines because of the new labels, which gives the winery leverage concerning this matter. Keywords: