| Titre : | Consumers’ perception of Prosecco wine packaging: a pilot study in Padua and Milan (2021) |
| Auteurs : | I. Procidano ; C. Mauracher ; M. Valentini |
| Type de document : | Article |
| Dans : | Economia agro alimentare (vol. 23, n. 1, May 2021) |
| Article en page(s) : | p. 1-23 |
| Langues : | Anglais |
| Langues du résumé : | Anglais |
| Catégories : |
Catégories principales 10 - INDUSTRIES ; 10.9 - VinThésaurus IAMM VIN ; INDUSTRIE DE L'EMBALLAGE ; MATERIEL DE CONDITIONNEMENT ; PREFERENCE ALIMENTAIRE ; COMPORTEMENT DU CONSOMMATEUR ; SUPERMARCHE ; ETIQUETAGE DES PRODUITS ; MARKETING ; BOUTEILLE ; ITALIE |
| Résumé : | 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 respondent ranked 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 which packaging characteristic led to their decision. |
| Cote : | En ligne |
| URL / DOI : | https://doi.org/10.3280/ecag1-2021oa11546 |
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