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South African Perspective of Extrinsic Wine Label Cues

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  • Salomien Boshoff
  • Petro-Mari Malherbe

Abstract

In this paper, we describe the key elements to wine packaging. Through a two-phase methodology we determine the extrinsic wine label cues that influence the quality perception and purchase intention of the consumer. The first phase was a selfadministrative questionnaire (80 respondents) and the second phase an eye-tracking method (44 participants). Phase one’s results showed the importance of the front label and brand name. Phase two of the methodology again highlighted the importance of a known brand name, a classical look and feel, the importance of the visibility of the grape variety, terms like "reserve" or "limited edition". The images on the bottle can have a negative influence on the quality perception and purchase intention if not wine related.

Suggested Citation

  • Salomien Boshoff & Petro-Mari Malherbe, 2016. "South African Perspective of Extrinsic Wine Label Cues," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 2(2), pages 181-194, April.
    • Handle: RePEc:ate:journl:ajbev2i2-5
    DOI: =10.30958/ajbe.2-2-5
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    References listed on IDEAS

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    1. Paolo Roma & Giuseppe Di Martino & Giovanni Perrone, 2013. "What to show on the wine labels: a hedonic analysis of price drivers of Sicilian wines," Applied Economics, Taylor & Francis Journals, vol. 45(19), pages 2765-2778, July.
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