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

Journal title Economia agro-alimentare
Author/s Isabella Procidano, Christine Mauracher, Marco Valentini
Publishing Year 2021 Issue 2021/1 Language English
Pages 23 P. 1-23 File size 0 KB
DOI 10.3280/ecag1-2021oa11546
DOI is like a bar code for intellectual property: to have more infomation click here

FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.

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 respondentranked 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 whichpackaging characteristic led to their decision.

Keywords: Packaging, Label, Wine, Rank-ordered logit

  1. Allison, P.D. & Christakis, N.A. (1994). Logit Models for Sets of Ranked Items. Sociological Methodology, 24, 199-228, DOI: 10.2307/270983
  2. Barber, N. & Almanza, B.A. (2006). Influence of Wine Packaging on Consumers’ Decision to Purchase. Journal of Foodservice Business Research, 9(4), 83-98, DOI: 10.1300/J369v09n04_06
  3. Barber, N., Almanza, B.A. & Donovan, J.R. (2006). Motivational factors of gender, income and age on selecting a bottle of wine. International Journal of Wine Marketing, 18(3), 218-232, DOI: 10.1108/09547540610704774
  4. Barber, N., Ismail, J. & Dodd, T. (2007). Purchase Attributes of Wine Consumers with Low Involvement. Journal of Food Products Marketing, 14(1), 69-86, DOI: 10.1300/J038v14n01_05
  5. Barber, N., Taylor, D.C. & Dodd, T. (2009). The importance of wine bottle closures in retail purchase decisions of consumers. Journal of Hospitality and Leisure Marketing, 18(6), 597-614, DOI: 10.1080/19368620903025014
  6. Batt, P.J. & Dean, A. (2000). Factors influencing the consumer’s decision. The Australian and New Zealand Wine Industry Journal, 15(4), 34-41.
  7. Beggs, S., Cardell, S. & Hausman, J.A. (1981). Assessing the potential demand for electric cars. Journal of Econometrics, 17(1), 1-19, DOI: 10.1016/0304-4076(81)90056-7
  8. Boudreaux, C.A. & Palmer, S.E. (2007). A charming little Cabernet: Effects of wine label design on purchase intent and brand personality. International Journal of Wine Business Research, 19(3), 170-186, DOI: 10.1108/17511060710817212
  9. Canavari, M., Biasco, D. & Wongprawmas, R. (2018). Is Dry Aging for Pork Relevant to Consumers? Journal of International Food and Agribusiness Marketing, 30(3), 291-303, DOI: 10.1080/08974438.2017.1413613
  10. Celhay, F. & Remaud, H. (2018). What does your wine label mean to consumers? A semiotic investigation of Bordeaux wine visual codes. Food Quality and Preference, 65, 129-145, DOI: 10.1016/j.foodqual.2017.10.020
  11. Celhay, F. & Trinquecoste, J. (2008). Pourquoi est-il difficile de “sortir” des codes graphiques du vin français?. Market Management, 1(1), 6-30, DOI: 10.3917/mama.051.0006
  12. Chaney, I.M. (2000). External Search Effort for Wine. International Journal of Wine Marketing, 12(2), 5-21, DOI: 10.1108/eb008706
  13. Chapaaan, R.G. & Staelin, R. (1982). Exploiting Rank Ordered Choice Set Data within the Stochastic Utility Model. Journal of Marketing Research, 19(3), 288-301, DOI: 10.1177/002224378201900302
  14. Charters, S., Lockshin, L. & Unwin, T. (1999). Consumer responses to wine bottle back labels. Journal of wine research, 21(1), 183-195, DOI: 10.1080/09571269908718177
  15. Costanigro, M., Appleby, C. & Menke, S.D. (2014). The wine headache: Consumer perceptions of sulfites and willingness to pay for non-sulfited wines. Food Quality and Preference, 31(1), 81-89, DOI: 10.1016/j.foodqual.2013.08.002
  16. Corduas, M., Cinquanta, L. & Ievoli, C. (2013). The importance of wine attributes for purchase decisions: A study of Italian consumers’ perception. Food Quality and Preference, 28(2), 407-418, DOI: 10.1016/j.foodqual.2012.11.007
  17. Cox, D.R. & Snell, E.J. (1989). Analysis of Binary Data (2nd ed.). CRC Press, DOI: 10.1201/9781315137391
  18. Delgado, C., Gómez-Rico, A. & Guinard, J.-X.X. (2013). Evaluating bottles and labels versus tasting the oils blind: Effects of packaging and labeling on consumer preferences, purchase intentions and expectations for extra virgin olive oil. Food Research International, 54(2), 2112-2121, DOI: 10.1016/j.foodres.2013.10.021
  19. Galati, A., Tinervia, S., Tulone, A., Crescimanno, M. & Rizzo, G. (2018). Label Style and Color Contribution to Explain Market Price Difference in Italian Red Wines Sold in the Chinese Wine Market. Journal of International Food and Agribusiness Marketing, 30(2), 175-190, DOI: 10.1080/08974438.2017.1402728
  20. George, L. (2005). Designed by a Female Winecologist, Maclean’s. -- Retrieved at
  21. Goodman, S. (2009). An international comparison of retail consumer wine choice. International Journal of Wine Business Research, 21(1), 41-49, DOI: 10.1108/17511060910948026
  22. Grossman, R. & Wisenbilt, J. (1999). What we know about consumers’ color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88, DOI: 10.1108/EUM0000000004565
  23. Hausman, J.A. & Ruud, P.A. (1987). Specifying and testing econometric models for rank-ordered data. Journal of Econometrics, 34(1-2), 83-104, DOI: 10.1016/0304-4076(87)90068-6
  24. Kelley, K., Hyde, J. & Bruwer, J. (2015). U.S. wine consumer preferences for bottle characteristics, back label extrinsic cues and wine composition: A conjoint analysis. Asia Pacific Journal of Marketing and Logistics, 27(4), 516-534, DOI: 10.1108/APJML-09-2014-0140
  25. Kumar, J.S. (2017). The Psychology of Colour Influences Consumers’ Buying Behaviour – A Diagnostic Study. Ushus Journal of Business Management, 16(4), 1-13., DOI: 10.12725/ujbm.41.1
  26. Laeng, B., Suegami, T. & Aminihajibashi, S. (2016). Wine labels: an eye-tracking and pupillometry study. International Journal of Wine Business Research, 28(4), 327-348, DOI: 10.1108/IJWBR-03-2016-0009
  27. Le, A.T., Nguyen, M.T., Vu, H.T.T. & Nguyen Thi, T.T. (2020). Consumers’ trust in food safety indicators and cues: The case of Vietnam. Food Control, 112, 107162, DOI: 10.1016/j.foodcont.2020.107162
  28. Lockshin, L., Jarvis, W., d’Hauteville, F. & Perrouty, J.P. (2006). Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice. Food Quality and Preference, 17(3-4), 166-178, DOI: 10.1016/j.foodqual.2005.03.009
  29. Luce, R.D. (1959). Individual choice behavior: a theoretical analysis. New York: John Wiley and Sons, Inc.
  30. Lunardo, R. & Rickard, B. (2019). How do consumers respond to fun wine labels? British Food Journal, 122(8), 2603-2619, DOI: 10.1108/BFJ-04-2019-0286
  31. McFadden, D. (1974). Conditional Logit Analysis of Oualitative Choice Behavior. In Zarembka, P. (Ed.). Frontiers in Econometrics (pp. 105-42). New York: Academic Press.
  32. Mueller, S. & Szolnoki, G. (2010). The relative influence of packaging, labelling, branding and sensory attributes on liking and purchase intent: Consumers differ in their responsiveness. Food Quality and Preference, 21(7), 774-783, DOI: 10.1016/j.foodqual.2010.07.011
  33. Myung, E., McCool, A.C. & Feinstein, A.H. (2008). Understanding attributes affecting meal choice decisions in a bundling context. International Journal of Hospitality Management, 27(1), 119-125, DOI: 10.1016/j.ijhm.2007.07.014
  34. Nunes, F., Madureira, T., Oliveira, J.V. & Madureira, H. (2016). The consumer trail: Applying best-worst scaling to classical wine attributes. Wine Economics and Policy, 5(2), 78-86, DOI: 10.1016/j.wep.2016.10.002
  35. Orth, U.R. & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of Marketing, 72(3), 64-81, DOI: 10.1509/jmkg.72.3.64
  36. Øvrum, A., Alfnes, F., Almli, V.L. & Rickertsen, K. (2012). Health information and diet choices: Results from a cheese experiment. Food Policy, 37(5), 520-529, DOI: 10.1016/j.foodpol.2012.05.005
  37. Punj, G.N. & Staelin, R. (1978). The Choice Process for Graduate Business Schools. Journal of Marketing Research, 15(4), 588-598, DOI: 10.1177/002224377801500408
  38. Pomarici, E., Malorgio, G., Rossetto, L. & Galletto, L., (2017). Il marketing del vino. Capire decidere agire. Napoli: EdiSES.
  39. Raghubir, P. & Greenleaf, E.A. (2006). Ratios in proportion: What should the shape of the package be?. Journal of Marketing, 70(2), 95-107, DOI: 10.1509/jmkg.70.2.95
  40. Rettie, R. & Brewer, C. (2000). The verbal and visual components of package design, Journal of Product & Brand Management, 9(1), 56‐70, DOI: 10.1108/10610420010316339
  41. Rigaux-Bricmont, B. (1982). Influences of brand name and packaging on perceived quality. Advances in Consumer Research, 9(1), 472-477.
  42. Rocchi, B. & Stefani, G. (2006). Consumers’ perception of wine packaging: a case study. International Journal of Wine Marketing, 18(1), 33-44, DOI: 10.1108/09547540610657669
  43. Rundh, B. (2009). Packaging design: Creating competitive advantage with product packaging. British Food Journal, 111(9), 988-1002, DOI: 10.1108/00070700910992880
  44. Russo, V. & Marin, P. (2016). Comunicare il vino. Tecniche di neuromarketing applicate. Milano: Guerini Next.
  45. Sáenz-Navajas, M.-P., Campo, E., Sutan, A., Ballester, J. & Valentin, D. (2013). Perception of wine quality according to extrinsic cues: The case of Burgundy wine consumers. Food Quality and Preference, 27(1), 44-53, DOI: 10.1016/j. foodqual.2012.06.006
  46. Sherman, S. & Tuten, T. (2011). Message on a bottle: the wine label’s influence. International Journal of Wine Business Research, 23(3), 221-234, DOI: 10.1108/17511061111163050
  47. Silayoi, P. & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628, DOI: 10.1108/00070700410553602
  48. Thach, L. (2012). Time for wine? Identifying differences in wine-drinking occasions for male and female wine consumers. Journal of Wine Research, 23, 134-154, DOI: 10.1080/09571264.2012.676542
  49. Thach, L. & Olsen, J. (2015). Profiling the high frequency wine consumer by price segmentation in the US market. Wine Economics and Policy, 4(1), 53-59, DOI: 10.1016/j.wep.2015.04.001
  50. Thomas, A. & Pickering, G. (2003). The Importance of Wine Label Information. International Journal of Wine Marketing, 15(2), 58-74, DOI: 10.1108/eb008757
  51. Underwood, R.L. (2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience. Journal of Marketing Theory and Practice, 11(1), 62-76, DOI: 10.1080/10696679.2003.11501933
  52. Underwood, R.L. & Klein, N.M. (2002). Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand. Journal of Marketing Theory and Practice, 10(4), 58-68, D DOI: 10.1080/10696679.2002.11501926
  53. Wells, L.E., Farley, H. & Armstrong, G.A. (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35(9), 677-690, DOI: 10.1108/09590550710773237
  54. Williamson, P.O., Lockshin, L., Francis, I.L. & Mueller Loose, S. (2016). Influencing consumer choice: Short and medium term effect of country of origin information on wine choice. Food Quality and Preference, 51, 89-99, DOI: 10.1016/j.foodqual.2016.02.018

Isabella Procidano, Christine Mauracher, Marco Valentini, Consumers’ perception of Prosecco wine packaging: A pilot study in Padua and Milan in "Economia agro-alimentare" 1/2021, pp 1-23, DOI: 10.3280/ecag1-2021oa11546