What is the influence of label color and size on wine consumption and purchasing behavior for young French consumers? / Antonio OUAISS / 2021

Titre : What is the influence of label color and size on wine consumption and purchasing behavior for young French consumers? Type de document : Mémoire Auteurs : Antonio OUAISS, Auteur Année de publication : 2021 Importance : 33 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management ESTHETIQUE INDUSTRIELLE ; ETIQUETAGE ; MESSAGE PUBLICITAIRE Résumé : Purpose – The choice facing a wine consumer when buying a bottle of wine is one of dizzying options with thousands of wine brands available. Labeling is among those cues consumers use when choosing wines. The purpose of this paper is to better understand the influence of two labeling variables – label color and label size – on perceptions of wine and wine choice by occasion. In particular, eight types of labels (4 reds, 4 whites) are examined. Design/methodology/approach – the study, conducted during June 2021, used in-depth interviews with 10 young French consumers (millennials) living in France. Findings colors are such an important detail in the label and has a huge effect on the visual attention and purchase intention. French millennials prefer white and light colors forming traditional labels and specially when they want to give it as gift. French millennials could choose to buy contemporary or minimalist labels with funky or unusual colors, when having casual occasions or for personal consumption. Meanwhile, color has a huge role in label marketing, size has less impact on French millennials. The majority stated that label size does not matter for them meanwhile many others preferred small or medium sized labels. Research limitations the sample chosen were millennials but with less purchase power compared to other older millennials born in the 80’s since the interviewees were wine students in their last year. In addition, the result concerning the label size give a conclusion that further research should be done on this specific element part of the label. Practical implications for wineries or marketers developing or revising labels, white and light colors for labels should be considered if targeting French millennials. Originality/value this research studied both colors and size in relation to occasions and design. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538587