The effect of packaging on wine quality perceptions

Journal title MERCATI E COMPETITIVITÀ
Author/s Gabriele Pizzi, Daniele Lama
Publishing Year 2015 Issue 2015/3
Language Italian Pages 22 P. 61-82 File size 510 KB
DOI 10.3280/MC2015-003004
DOI is like a bar code for intellectual property: to have more infomation click here

Below, you can see the article first page

If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits

Article preview

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.

The role of packaging has evolved over time from product protection to a communication tool. On the one hand, the literature has highlighted the effect of packaging on brand associations and consumer choices but, on the other hand, it is still unclear if and to what extent the observed effect can be extended to the sensorial sphere translating into perceptual distortions affecting consumer evaluations. Accordingly, the present study focuses on consumers’ quality perceptions about the same wine bottled in diffe rent packages in order to empirical isolate the effect of packaging from the packaged product. With these regards, the results of an experiment clearly show that different types of packaging induce different quality perceptions even about the same product.

Keywords: Packaging, perceived quality, sensory evaluations, extrinsic cues, experiments, wine.

  1. Cardello A.V., Sawyer F.M. (1992). Effects of disconfirmed consumer expectations on food acceptability. Journal of Sensory Studies, 7(4): 253-277, DOI: 10.1111/j.1745-459X.1992.tb00194.x
  2. Combris P., Bazoche P., Giraud-Héraud E., Issanchou S. (2009). Food choices: What do we learn from combining sensory and economic experiments?. Food Quality and Preference, 20(8): 550-557, DOI: 10.1016/j.foodqual.2009.05.003
  3. Cristini G., Fornari E., D’Onofrio C. (2008). Il packaging come strumento di comunicazione del valore della marca privata. Mercati e Competitività, 2: 45-74.
  4. Daillant B., Issanchou S. (1993). Influence of sugar and fat contents on preference for cream cheese: a preliminary study. Food quality and preference, 4(3): 133-139, DOI: 10.1016/0950-3293(93)90156-Z
  5. De Luca P., Mason M.C., Nassivera F. (2009). Packaging e comunicazione: una ricerca empirica nelle zone vinicole del Friuli Venezia Giulia. Mercati e Competitività, 4: 95-121.
  6. Gluckman R.L. (1990). A consumer approach to branded wines. European Journal of Marketing, 24(4): 27-46, DOI: 10.1108/EUM0000000000605
  7. Grace D., O’Cass A. (2002). Brand associations: looking through the eye of the beholder. Qualitative Market Research: An International Journal, 5(2): 96-111, DOI: 10.1108/13522750210423797
  8. Hellier P.K., Geursen G.M., Carr R.A., Rickard J.A. (2003). Customer repurchase intention: a general structural equation model. European journal of marketing, 37(11/12): 1762-1800, DOI: 10.1108/03090560310495456
  9. Istat (2005). La produzione di uva e di vino – Anno 2005.
  10. Istat (2010) Censimento dell’Agricoltura 2010.
  11. Lange C., Martin C., Chabanet C., Combris P., Issanchou S. (2002). Impact of the information provided to consumers on their willingness to pay for Champagne: comparison with hedonic scores. Food Quality and Preference, 13(7): 597-608, DOI: 10.1016/S0950-3293(02)00059-9
  12. 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): 166-178, DOI: 10.1016/j.foodqual.2005.03.009
  13. MacInnis D.J., Price L.L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4): 473-491. DOI: 10.1086/209082
  14. Mattiacci A., Maralli R. (2007). Il wine marketing nell’esperienza di una media impresa leader: Banfi di Montalcino. Mercati e Competitività, 2: 29-46.
  15. Mediobanca (aprile 2014). Indagine sul settore vinicolo. Ufficio Studi Mediobanca.
  16. Mitchell V.W., Greatorex M. (1989). Risk reducing strategies used in the purchase of wine in the UK. European Journal of Marketing, 23(9): 31-46, DOI: 10.1108/EUM0000000000589
  17. Mueller S., Lockshin L., Louviere J. J. (2010). What you see may not be what you get: Asking consumers what matters may not reflect what they choose. Marketing Letters, 21(4), 335-350, DOI: 10.1007/s11002-009-9098-x
  18. 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
  19. Nelson P. (1970). Information and consumer behavior. The Journal of Political Economy, 78(2): 311-329, DOI: 10.1086/259630
  20. Orth U.R., Campana D., Malkewitz K. (2010). Formation of consumer price expectation based on package design: attractive and quality routes. The Journal of Marketing Theory and Practice, 18(1): 23-40, DOI: 10.2753/MTP1069-6679180102
  21. 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
  22. Prendergast P.G., Pitt L. (1996). Packaging, marketing, logistics and the environment: are there trade-offs?. International Journal of Physical Distribution & Logistics Management, 26(6): 60-72, DOI: 10.1108/09600039610125206
  23. 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
  24. Rigaux-Bricmont B. (1982). Influences of Brand Name and Packaging on Perceived Quality. Advances in Consumer Research, 9: 472-477.
  25. 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
  26. Rokka J., Uusitalo L. (2008). Preference for green packaging in consumer product choices – do consumers care?. International Journal of Consumer Studies, 32(5): 516-525, DOI: 10.1111/j.1470-6431.2008.00710.x
  27. Rundh B. (2005). The multi-faceted dimension of packaging: marketing logistic or marketing tool?. British Food Journal, 107(9): 670-684, DOI: 10.1108/00070700510615053
  28. Rust R.T., Oliver R.L. (2000). Should we delight the customer?. Journal of the Academy of Marketing Science, 28(1): 86-94, DOI: 10.1177/0092070300281008
  29. Shapiro C. (1982). Consumer information, product quality, and seller reputation. The Bell Journal of Economics, 13(1), 20-35, DOI: 10.2307/3003427
  30. 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
  31. Silayoi P., Speece M. (2007). The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing, 41(11/12): 1495-1517, DOI: 10.1108/03090560710821279
  32. Sogn-Grundvåg G., Østli J. (2009). Consumer evaluation of unbranded and unlabeled food products: the case of bacalhau. European Journal of Marketing, 43(1/2): 213-228, DOI: 10.1108/03090560910923300
  33. Thomas A., Pickering G. (2003). The importance of wine label information. International Journal of Wine Marketing, 15(2): 58-74, DOI: 10.1108/eb008757
  34. 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: 10.1108/10610420110410531
  35. 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 Underwood R.L., Klein N.M, Burke R.R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10(7): 403-422.
  36. Underwood R.L., Ozanne J.L. (1998). Is your package an effective communicator? A normative framework for increasing the comunicative competence of packaging. Journal of Marketing Communications, 4(4): 207-220.
  37. Vernucci M., Cozzolino A., Michelini L. (2008). Marketing, logistica ed etica dell’innovazione di packaging. Mercati e Competitività, 2: 144-171.
  38. Vila N., Ampuero O. (2007). The role of packaging in positioning an orange juice. Journal of Food Products Marketing, 13(3): 21-48, DOI: 10.1300/J038v13n03_02
  39. Wansink B., Van Ittersum K., Painter J. E. (2005). How descriptive food names bias sensory perceptions in restaurants. Food Quality and Preference, 16(5): 393-400.
  40. Zeithaml V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22, DOI: 10.2307/1251446
  41. Ampuero O., Vila N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2): 100-112, DOI: 10.1108/07363760610655032
  42. Barber N., Almanza B. A. (2007). Influence of wine packaging on consumers’ decision to purchase. Journal of Foodservice Business Research, 9(4): 83-98, DOI: 10.1300/J369v09n04_06
  43. Bloch P.H. (1995). Seeking the ideal form: product design and consumer response. Journal of marketing, 59(3): 16-29, DOI: 10.2307/1252116
  44. Boudreaux C.A., Palmer S. (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
  45. Briesch R.A., Krishnamurthi L., Mazumdar T., Raj S.P. (1997). A comparative analysis of reference price models. Journal of Consumer Research, 24(2): 202-214, DOI: 10.1086/209505
  46. Bruwer J., Johnson R. (2010). Place-based marketing and regional branding strategy perspectives in the California wine industry. Journal of Consumer Marketing, 27(1): 5-16, DOI: 10.1108/07363761011012903CaporaleG.,MonteleoneE.(2004).Influenceofinformationaboutmanufacturingprocessonbeeracceptability.FoodQualityandPreference,15(3):271-278,doi:10.1016/S0950-3293(03)00067-3

Gabriele Pizzi, Daniele Lama, L’effetto del packaging sulle percezioni di qualità del prodotto nel mercato vinicolo in "MERCATI E COMPETITIVITÀ" 3/2015, pp 61-82, DOI: 10.3280/MC2015-003004