Titre : |
Champagne packaging and consumers’ perceptions: Bottle shape and its influence on taste |
Type de document : |
Mémoire |
Auteurs : |
Maddy BENARD, Auteur |
Année de publication : |
2020 |
Importance : |
28 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL ; VIN SECTEUR
|
Résumé : |
Packaging choices are, nowadays, really decisive especially in challenging industries like the one of fine beverages. The present research especially focuses on one packaging attribute, bottle shape, and investigates to discover how using a champagne rounded bottle versus a regular straight bottle will influence consumers’ taste perception. Besides, the impact of the rounded bottle shape on willingness to pay is also examined. A quantitative research was conducted to find out the existence of such correlation (rounded bottle x higher taste perception/ straight bottle x lesser taste perception) and to answer the question of how bottle shape affects consumers’ willingness to pay. The study used pictures of straight and rounded champagne bottles coming from the brand Ayala. Interviewees were randomly presented one of the two bottles and asked questions regarding their taste perception and willingness to pay. The statistical analysis revealed no significance between the champagne bottle shape and taste perception even if the link weakly exists. Nevertheless, significance succeeded to be proven between bottle shape and willingness to pay. These results lead to the conclusion that consumers are willing to significantly pay more for a rounded champagne bottle but we cannot say for sure that it is due to taste perception. |
Programme : |
PGE-Reims |
Spécialisation : |
Wine and Luxury Marketing |
Permalink : |
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