CONSUMER’S PERCEPTION OF WINE PACKAGING: A CASE

STUDY.

Kholoptsev Daniil

Titova Kate

Group 5202

AGENDA

1. Introduction

2. Main features of RG approach

3. Research design and interview protocol

4. Consensus analysis

5. Content analysis

6. Conclusion

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?

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.

S E V E R A L F E AT U R E S O F R G T ( R E P E RT O RY G R I D T E C H N I Q U E ) :

①The 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.

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

CONTENT ANALYSIS:

Colours

Shape and the size of a bottle

Labels

Distinction

Tradition and innovation

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.