Judging a wine by its bottle : the influence of wine packaging on consumers
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/35305 |
Resumo: | Packaging plays a significant role in the product success, affecting the consumer's purchase intention (Simms & Trott, 2010). For wine, the role of packaging is not different. Wine packaging should be used to turn wine attributes into tangible attributes using visual elements, such as bottle and label shapes, for that purpose (Spawton, 1990). The present research aims to understand how bottle and label shapes influence consumers' quality perception, affect towards wine packaging and, consequently, consumers' purchase intention. To investigate these topics, two different studies were conducted through an online survey with 332 participants. Study I used as stimuli four manipulated bottles, representing different bottle shapes with a traditional label shape (angular). Study II included eight manipulated bottles with different bottle and label shapes. In study I, the results were analysed using structural equation modelling (SEM) and MANOVA, and in the second using a MANOVA. Results show that, for red wine, a high shoulder shape generates a superior quality perception and more favourable affective responses, positively influencing purchase intention, and the same can be concluded for white wine, for a sloping shoulder shape. Involvement and self-confidence were studied but the moderating effects on consumer responses to wine packaging were not confirmed. Regarding the label, angular shapes generate more favourable affective responses than rounded shapes. Moreover, results suggest that label shapes influence consumers’ responses. For an angular shape, findings are similar to the ones obtained in study I in respect to the relationships between bottle shapes and perceived quality and affect. However, a rounded shape distorts these relationships and the bottle shapes no longer have the expected effects. The findings of this research provide useful insights for wine marketers, particularly regarding the guidelines they should follow for the development of effective bottle and label shapes. |
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Judging a wine by its bottle : the influence of wine packaging on consumersWine packagingBottle shapeLabelshapePerceived qualityAffect towards wine packagingPurchase intentionInvolvementSelf-confidenceEmbalagem de vinhoForma da garrafaForma do rótuloQualidade percebidaAfeto em relação à embalagemIntenção de compraEnvolvimentoAutoconfiançaDomínio/Área Científica::Ciências Sociais::Economia e GestãoPackaging plays a significant role in the product success, affecting the consumer's purchase intention (Simms & Trott, 2010). For wine, the role of packaging is not different. Wine packaging should be used to turn wine attributes into tangible attributes using visual elements, such as bottle and label shapes, for that purpose (Spawton, 1990). The present research aims to understand how bottle and label shapes influence consumers' quality perception, affect towards wine packaging and, consequently, consumers' purchase intention. To investigate these topics, two different studies were conducted through an online survey with 332 participants. Study I used as stimuli four manipulated bottles, representing different bottle shapes with a traditional label shape (angular). Study II included eight manipulated bottles with different bottle and label shapes. In study I, the results were analysed using structural equation modelling (SEM) and MANOVA, and in the second using a MANOVA. Results show that, for red wine, a high shoulder shape generates a superior quality perception and more favourable affective responses, positively influencing purchase intention, and the same can be concluded for white wine, for a sloping shoulder shape. Involvement and self-confidence were studied but the moderating effects on consumer responses to wine packaging were not confirmed. Regarding the label, angular shapes generate more favourable affective responses than rounded shapes. Moreover, results suggest that label shapes influence consumers’ responses. For an angular shape, findings are similar to the ones obtained in study I in respect to the relationships between bottle shapes and perceived quality and affect. However, a rounded shape distorts these relationships and the bottle shapes no longer have the expected effects. The findings of this research provide useful insights for wine marketers, particularly regarding the guidelines they should follow for the development of effective bottle and label shapes.A embalagem tem um papel fulcral no sucesso do produto, influenciando a intenção de compra (Ghidossi et al., 2012), e o caso do vinho não é exceção. A embalagem do vinho deve ser usada para tornar as suas caraterísticas tangíveis através de elementos como a forma da garrafa e do rótulo (Barber & Almanza, 2007). Este estudo analisa a influencia da forma destes elementos fundamentais da embalagem de vinho na perceção de qualidade, no afeto e, consequentemente, na intenção de compra dos consumidores. Desenvolveram-se dois estudos através de um inquérito online com 332 participantes. O estudo I usou como estímulos quatro garrafas manipuladas, com diferentes formas e com uma forma de rótulo tradicional (angular). O estudo II incluiu oito garrafas manipuladas, com diferentes formas de garrafa e rótulo. No estudo I, os resultados foram analisados através do modelo de equações estruturais (SEM) e MANOVA, e no estudo II somente através desta última ferramenta. Concluiu-se que para o vinho tinto, a forma high shoulder gera perceções de qualidade superior e respostas afetivas mais favoráveis, influenciando positivamente a intenção de compra. Para o vinho branco, o mesmo se aplica para a forma sloping shoulder. O envolvimento e a autoconfiança foram estudados, mas os efeitos moderadores das duas variáveis na resposta dos consumidores à embalagem de vinho não se confirmaram. Quanto ao rótulo, a forma angular gera respostas afetivas mais favoráveis do que a arredondada. Os resultados também sugerem que a forma do rótulo influencia a perceção dos consumidores. Para a forma angular, as conclusões são similares às que foram obtidas no estudo I, no que respeita às relações entre a forma da garrafa e a qualidade percebida e o afeto. No entanto, a forma arredondada do rótulo distorce estas relações e, neste caso, a forma da garrafa deixa de ter o efeito esperado. x Assim, os resultados desta investigação têm contributos relevantes para os marketers de vinho, providenciando-lhes diretrizes importantes para o desenvolvimento de garrafas e rótulos de vinho com as formas que lhes permitirão alcançar as respostas desejadas junto dos públicos alvo.Machado, Joana Pinto Leite CésarMartins, Carla Sofia CarvalhoVeritati - Repositório Institucional da Universidade Católica PortuguesaFaro, Maria Teresa Ferraz de Andrade de Brito e2021-09-29T11:32:58Z2021-07-052021-032021-07-05T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/35305TID:202749622enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:40:48Zoai:repositorio.ucp.pt:10400.14/35305Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:28:40.292224Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Judging a wine by its bottle : the influence of wine packaging on consumers |
title |
Judging a wine by its bottle : the influence of wine packaging on consumers |
spellingShingle |
Judging a wine by its bottle : the influence of wine packaging on consumers Faro, Maria Teresa Ferraz de Andrade de Brito e Wine packaging Bottle shape Labelshape Perceived quality Affect towards wine packaging Purchase intention Involvement Self-confidence Embalagem de vinho Forma da garrafa Forma do rótulo Qualidade percebida Afeto em relação à embalagem Intenção de compra Envolvimento Autoconfiança Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Judging a wine by its bottle : the influence of wine packaging on consumers |
title_full |
Judging a wine by its bottle : the influence of wine packaging on consumers |
title_fullStr |
Judging a wine by its bottle : the influence of wine packaging on consumers |
title_full_unstemmed |
Judging a wine by its bottle : the influence of wine packaging on consumers |
title_sort |
Judging a wine by its bottle : the influence of wine packaging on consumers |
author |
Faro, Maria Teresa Ferraz de Andrade de Brito e |
author_facet |
Faro, Maria Teresa Ferraz de Andrade de Brito e |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana Pinto Leite César Martins, Carla Sofia Carvalho Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Faro, Maria Teresa Ferraz de Andrade de Brito e |
dc.subject.por.fl_str_mv |
Wine packaging Bottle shape Labelshape Perceived quality Affect towards wine packaging Purchase intention Involvement Self-confidence Embalagem de vinho Forma da garrafa Forma do rótulo Qualidade percebida Afeto em relação à embalagem Intenção de compra Envolvimento Autoconfiança Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Wine packaging Bottle shape Labelshape Perceived quality Affect towards wine packaging Purchase intention Involvement Self-confidence Embalagem de vinho Forma da garrafa Forma do rótulo Qualidade percebida Afeto em relação à embalagem Intenção de compra Envolvimento Autoconfiança Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Packaging plays a significant role in the product success, affecting the consumer's purchase intention (Simms & Trott, 2010). For wine, the role of packaging is not different. Wine packaging should be used to turn wine attributes into tangible attributes using visual elements, such as bottle and label shapes, for that purpose (Spawton, 1990). The present research aims to understand how bottle and label shapes influence consumers' quality perception, affect towards wine packaging and, consequently, consumers' purchase intention. To investigate these topics, two different studies were conducted through an online survey with 332 participants. Study I used as stimuli four manipulated bottles, representing different bottle shapes with a traditional label shape (angular). Study II included eight manipulated bottles with different bottle and label shapes. In study I, the results were analysed using structural equation modelling (SEM) and MANOVA, and in the second using a MANOVA. Results show that, for red wine, a high shoulder shape generates a superior quality perception and more favourable affective responses, positively influencing purchase intention, and the same can be concluded for white wine, for a sloping shoulder shape. Involvement and self-confidence were studied but the moderating effects on consumer responses to wine packaging were not confirmed. Regarding the label, angular shapes generate more favourable affective responses than rounded shapes. Moreover, results suggest that label shapes influence consumers’ responses. For an angular shape, findings are similar to the ones obtained in study I in respect to the relationships between bottle shapes and perceived quality and affect. However, a rounded shape distorts these relationships and the bottle shapes no longer have the expected effects. The findings of this research provide useful insights for wine marketers, particularly regarding the guidelines they should follow for the development of effective bottle and label shapes. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-29T11:32:58Z 2021-07-05 2021-03 2021-07-05T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
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http://hdl.handle.net/10400.14/35305 TID:202749622 |
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http://hdl.handle.net/10400.14/35305 |
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TID:202749622 |
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eng |
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eng |
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openAccess |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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