《WINE_PERCEPTION》.pdf

The current issue and full text archive of this journal is available at /0954-7541.htm Consumers’ perception of wine Consumers’ perception of packaging: a case study wine packaging Benedetto Rocchi and Gianluca Stefani Department of Agricultural and Resource Economics, University of Florence, Florence, Italy 33 Abstract Purpose – The purpose of this paper is to present the methodology adopted and the main results achieved by an exploratory study on consumers perception of wine packaging. Design/methodology/approach – The research was designed to elicit the relevant dimensions through which consumers perceive and describe differences between bottles of wine. In order to allow respondents to freely express their perceptions without suggesting a priori descriptive category/ dimensions a repertory grid (RGT) approach was followed. A sample of 30 consumers were asked to analyse differences across 11 bottles and to summarize them in descriptive bipolar constructs. The results were analysed performing a consensus procrustes analysis. An innovative feature of this study was the analysis of complete transcriptions of interviews to better understand the meaning assigned by consumers to descriptive constructs. Findings – The attributes of bottles and labels represent the main factors underlying wine packaging perceptions. These characteristics are the very first ‘‘signal’’ perceived