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Innovation in Wine beverage Packaging


With the several readings made, the researcher will intend to list or summarise a working bibliography.

'The process of reviewing a books will involve making judgement in what to include and exclude from your books review and then reading how many other researchers have discussed your subject and authoring it in a manner that illustrate you understanding. '

Writing the literature review for the dissertation will present the researcher's knowledge and ideas which have been proven on this issue, and you will be discussed.

The books review will be an important tool, as this will show that the researcher has understandings of a field of study and their relevance for their inclusion. It connects the work to a greater field of knowledge and, in more immediate conditions, it demonstrates the awareness delivering the task in a wider framework.

The researcher will also find an added advantage since some information about the topic will be found before starting the research work. This provides the reader current with current literature on the topic, and framing the future research.

The literature review will also influence the task as a groundwork of research, identifying relevant and appropriate materials. It will also notify and underpin the study, determining the 'difference' that the researcher is wanting to address.

The books review will also help position the work in the framework of earlier research and creating a 'research space' for this piece of work. (Hart:1998:14)

The Theoretical Framework

In competitive market segments, companies should always seek to gain market show. The standardisation of brands and products often causes higher productivity and lower development costs, and communication. With equivalent packages on the shelves, the consumers can easily identify visual codes of brands, thus conditioning their id and reputation worldwide. Moreover, standardisation of standards of living, powered by consumer ability to move and the development of information technology and communication, induces the internationalisation and standardisation of products.

Faced with globalisation and the saturation of some markets, the wineries are induced to expand internationally.

However, taking care of brands internationally, and more specifically internationalisation of the presentation is definately not being easy.

Due to the saturated wine industry, it is more and more important to target the wine industry on online marketing strategy efforts toward the product and the buyer to keep market talk about and sustain your wine customer attention.

The Packaging

This is a very important marketing promotion tool to appeal to customer, and is currently regarded as an important 'P' of the marketing mixture. Matching to Hall and Mitchell (2007), your wine marketing mix decisions consist of the four P's with yet another quartet of Packaging, People, Planning, and Positioning.

Some studies have taken different methods to the packaging as a marketing tool. Paine, Frank Albert is rolling out a explanation of the packaging as:

'The art, science and technology of setting up goods for market and sales'(1992:34)

To add, further in his publication, the author defines a different type of definition as:

'Packaging is a way of making sure safe delivery of something to the best user, in reasonable condition, at bare minimum overall cost'(1992:52)

Packaging is well-known to be as a key factor of the branding process as it communicates the brand equity of the business. Corresponding to Kotler (1999 : 28):

'The package deal is the buyer first come across with the merchandise and is capable of turning the buyer on and off'

It can make the perceptions of features, reliabilities, and value in a product, as well as devotion, self-assurance, and self-expression to the consumer (Aaker, 1996).

We can make our conclusion about the packaging as a commercial activity. This is an essential factor for companies in order to ensure the promotion of their product. The presentation will aim this communication of information. With the brand, the presentation is becoming way of communicate communications to the consumers.

'Packaging has actually gained in importance in the marketing combine as consumers closely scrutinize more products on the retail shelf before purchasing. '

(Brand Route: 2009: August)

'Packaging is taking on increasing significance and increasing beyond the obvious requirement of providing for security, transportation and storage space. '

(Giles: 1994: 73)

Trends And Future Of Wine beverages Packaging

It is interesting to notice that the product packaging of a product is the most ephemeral in the merchandise life. Indeed, some companies must constantly adapt to movements and market improvements.

A company will like a change in the product packaging rather than the product alone, and this change allows sales to increase in profitability. Therefore, we say that the packaging is a way to change marketing.

Wineries would like to discover a new way of getting consumers, develop new relationships with the consumers and create and sustain a solid brand collateral that will energize the buying process.

With the 'standard decline in ingestion and an alteration in drinking practices; [. . . ] from daily wines consumption towards more occasional taking in of higher-quality wine beverages underpinned value expansion' (Datamonitor 2008:October:18), it is hardly surprising that the relationship between wine beverages and presentation has attracted significant attention lately.

The packaging is specially relevant in the decision-making process. In neuro-scientific the wine product packaging, the shape of the packaging, the design, drawing and color on the label is intended to attract the attention of the potential purchaser, differentiating the product from other competition.

It influences the majority of purchases made in large and medium-sized store, with consumers progressively more fickle and demanding.

The International Journal of Wine beverages Marketing's article identifies the value of the presentation in the wine industry suggesting that:

'It reaches out beyond the point of purchase to make assertions about its purchaser'.

(The International Journal of Wine beverages Marketing: Thomas: 2000:12)

Researchers Wine beverages Intelligence's latest quarterly Consumer Intelligence report confirms proof that the wine is not important 'choosing cues'.

The results of the survey reveals that proportions of consumers who consider the areas of a wine beverages as 'top of mind' cues when choosing which wine to buy would be the Grape variety (74%), Promotional offer (66%), Country of origin(63%), Wine glass colour (10%) and the container weight (7%).

When consumers are willing to get wine, the decision making calls for asking themselves several questions including which kind of wine it is, how much your wine is, and if the brand is well known.

These resources of information are essential for consumers. The packaging is the marketing that the customer will examine before purchasing the wine.

Companies tend to simplify your choice making process, getting rid of the grapes varieties and the retro, and positioning the product within the reach of most mainstream consumer.

Developing innovative wines packaging will be an investment making the brand distinctive, standing from the shelves and simply trying to compete keenly against existing products on the market.

Therefore a concentration of the packaging elements is the new strategy for these wineries, in conditions of marketing efforts. The presentation is one of the tools in marketing for wineries to have the right picture about the business enterprise, and help the notion and positioning on the market place.

A Bet On Creativity For Wine Industry

The strategies of the company are not only to look to size, but performing for the long term.

Innovation has become needed for wineries wishing to take their brands to above protect their margins and differentiate from rivals.

A third of sales of consumer products are achieved with products that did not exist three years before. (J. J. Urvoy et S. Sanchez:2007: 135)

The consumer demands are progressively strong and we can notice the need for companies to create new needs bonuses to innovate through product packaging.

The wine presentation is facing a new trend of packaging, based on innovations becoming increasingly complex.

Packaging innovation can drive wineries to access the top quality product category.

Packaging invention can move your business from a commodity motivated product into reduced product category.

(JoAnn Hines: Australian institute of packaging)

'Innovative packaginggas been an integral feature of advanced brands in the last decade'

(Datamonitor :2009)

The convenient, sensible, easy use and inexpensive product packaging is obviously the most important factor with consumers when they purchase, yet, in your wine industry offer few prospects. Therefore, even if creativity in product packaging is one of the most important duties in marketing, it is nevertheless one of the most difficult. Few innovations survive if they do meet a real consumer need.

Thus, the packaging does have a role to experiment with in development. A packaging, well suited for the utilization of the consumer and its anticipations in term of product packaging, will probably end up being the best retention tool.

Adapting The New METHOD OF Consuming:

In order to be differentiated, wines seek to charm and appeal to consumers.

The key success to the packaging design revolution is to meet up with the consumer's needs looking for craze.

This is the truth of the Maleta winery who made a decision to centre their marketing work on their presentation design. The winery is rolling out unique kind of packaging for every wine, which is designed to spoke right to the mark consumer according to a price range.

'After auditing their winery, existing brand, challengers, and global drink packaging design tendencies we decided on a strategy that could brand your wine, not the winery. '

(Leap Branding & Design Inc:work:presentation:maletawinery)

This is very important in your wine industry, as consumers identify your wine brand's personality and create association with your wine quality.

The popular and superior wine beverages company Almaden's brand manager said:

'The brand personality of Almaden is at once fresh, modern, progressive and experienced [. . . ] We needed our product packaging to mirror these brand characteristics, while conveying Constellation Wines' widespread appeal as an everyday entertaining wine. '

(Business Wire:2003: May)

Almaden Vineyards Innovates With New Bottle Packaging; Modern Look Maintains Brand's Custom Of Quality.

Dealing with products that answer increasingly more to the consumers' demand, the marketers are seeking sensory experience. The act of shopping for now claims mental, and beyond basic qualities of the product, the perception or hold of its packaging may impact the purchase decision. The product packaging strategy is to solicit the consumer's five senses to awaken their interest and ensure their commitment. The packaging actually will induce more touch: Paper grain, gummed, plastic.

Winemakers are actually targeting to the new generation of consumer. Wines brings a fresh trend on socialisation. Teenagers are being used to product advancement, it's the best target for the product packaging advancement as they commence to consider wine, the packaging was never fully orientated towards youngsters until recently. The new product packaging is adding value to the wine, becoming a part of interesting experience, getting some new ideas to the everyday activity. Many new offers learn to appear, appealing new young consumer.

'Wine is increasing greater popularity across more segments of the enjoying population, particularly amidst younger generation consumers just starting to formulate their alcoholic beverages preferences. '

(Datamonitor 2008:Oct:19),

Some good examples can illustrate the wine industry needs to meet up with the consumers through ground breaking wine packaging. The marketplace is then influenced by the growing consumer's demand for invention. Now sober and minimalist product packaging can be simple with a solid visible quality that invites the consumer to try.

The shape, type, and sketching of the packaging attract the consumer's attention, who will be distinguishing a specific bottle of wine from competitors. Inside the other side, consumer are expecting from the product packaging a communication about:

'The relevant and appropriate information about the quality of the wine, for some reason replacing the salespersons action'

(International Journal Of Wine Marketing, 2005, Vol 18, 33-44)

A survey manufactured in 2008 reveals that for example in the UK, 39% of consumers believe that the look in packaging got a significant degree of affect over their choice of acquisitions. (Datamonitor:2009: 12)

Customers rely intensely on the look and labelling information such as region of source, grape variety, and honours received. At the most general level, wine label designs have a tendency to be referred to as either "traditional" or "modern/contemporary"

(International Journal of Wine beverages Business Research: 2007: vol 19: 170).

For that reason, Wines providers and designers wineries innovate in term of packaging, in the view of satisfying the consumers' wants and wants.

The useful is one of the perfect factors of preference in some market segments as such, the household products. The innovations of 'nomadism' brought on a rise in meals beyond your home, standing up and watching television. The break down of food and the seek out gain time encourage consumers to buy presentation designed to these new usage habits.

In an over-all overview, the time spent in food cooking food is evaluating towards fresh produce and packed ready to eat. The consumption structure was individualised and therefore improve the snacking habits. All these changes have led to a proliferation of "ready to eat, " "individual" and "transportable". The new lifestyles have engaged a real change in the look of products.

Therefore this has a direct effect on the image of packaging generally, since it multiplies the number of packages and so increases the level of waste.

Some new wine beverages packaging is more convenience in term of space. These new type of packaging can become more convenient to transport and non breakable. If so the portability developed a new market of solo serve bundle products, targeting a fresh 'modern and fashion and socialization' appeal that consumer are thinking about. This new 'solitary serve' approach can take the wine ingestion in a fresh way of eating or portion, keeping the wine industry with the blissful luxury experience as looking to be trendy, appropriate, convenient, accessible. (International Journal of Wine beverage Marketing, 2005, Vol 18, 33-44).

These improvements in smaller packaging 'single-serve' wines sizes permit to associate the wine usage with new situations.

'The offer on store shelf and in the consumer's kitchen is a form of advertising which is bringing in increasing design attention. '

(Giles: 1994:138)

Many products aren't hesitant about the misuse of rules reserved normally to other universes of products. Forms and graphics get excited about this transgression. This creativity is participating in on the originality and fun to captivate, to differentiate and maintain market share.

To illustrate this shift rules, winemakers like the Gallo Family Vineyards hasn't wait to gamble on the uniqueness, that consumer wants. This is actually the case of these handbag style wine box because of their White Grenache variety, the most famous rose wine beverage in UK. This handbag in container has been designed in order to target a lady audience.

The presentation is the opportunity to develop a number of proportions of the draw, being creative and offbeat.

This kind of packaging also now exhibits an originality and creativeness overflowing marking the brains and pushed the traditional rules of bottling. Clever, transgression attracts the attention and curiosity of the consumer. The aim of this new concept of product packaging is to look outside the market place with new ideas that company could use because of its own presentation. The uncommon packaging can even be a tool to provide added value to its presentation and influence the practicality of the merchandise.

The brand must find his style and delight the buyer, by promoting feeling without harming the merchandise, so that it remains registered in his mind's eye, the "top of mind".

The Eco-Friendly Wine beverages Packaging

Under the pressure of the significantly environmentally conscious consumer, product packaging must now be designed in logic of eco-environmental, performance, seducing consumers and minimizing waste.

We can also notice a fresh advertising argument, being the wellbeing, pleasure, and authenticity with custom. The advertising conveys massively the idea of a food and environmental crisis, which creates concerns for the consumers.

In supermarkets, we can see new innovative packaging. For instance, the vinyl cork or the screw caps.

A new program is utilized for your wine packaging. Nowadays, the purpose of the packaging isn't only to protect and sell. A fresh aspect of eco-packaging is increasing.

'Eco-packaging must do all those things but likewise have minimal eco-impact, well be targeted, be a team player, plan for en of life, and arrange for another life. '

Jedlicka (2009: 8)

Sustainable packaging is a proper marketing move and Market pushes are shaping just how of eating. Products use to be made, consumed and then disposed of. Nowadays, products and their deals are remade for a different type of use, through the linear utilization, in a body of new awareness of the purpose of what and how we chose to consumer.

Not only the advancement of presentation will illustrate the product, but they it will be communicate and talk about the packaging reduction efforts.

'Now, along with information techniques, not only can he consumer make an educated decision about the meals they eat, but about the impact of this choice'

Jedlicka (2009:24).

At first, we will specify the term sustainability. Several description and ideas have been used, financial firms not a completely definition.

The most adequate definition of sustainability is this is bythe World Fee on Environment and Development. The payment shows that sustainability should be defined as:

'Forms of progress that complies with the needs of the present without compromising the ability of future decades to meet their needs. '

(Brundtland Payment).

For example the cork has been substituted by the screw and artificial corks, and the bottle is slowly and gradually being changed by new kind of containers by winemakers. For instance, wineries created innovative packages for the launch of the PET bottles, the bag-in-boxes types, the different versions of the TetraPaks, aluminium containers and even stand-up pouches.

Those improvements on presentation are revolutionising the marketplace of the wine industry. With a fresh vision as recyclable, unbreakable, lighter and aesthetically attractive, the wine industry associate new bottles, with new presentation materials, new aspects, and new brands in order to entice new type of customer and even to focus on new kind of niche markets.

The wine industry found new eco-friendly environmental product packaging option. Marketers offer to winemakers a new fresher brand with new positioning, using new packaging as a solution for a repositioning of the range of wine. An example is the new presentation from Astrapak; their benefits will be the convenient way useful and transporting, it is compact and lasting.

The demographics changes and utilization habits lead to work with more product packaging. Once products are used, they become throw away.

Faced with this increase of packaging waste, environmental concern are rise. Individuals are now concerned with the management of waste materials, including those scheduled to product packaging.

Companies and marketers are aware of the challenges proposed by eco-design to the general public. Relating Bethiness Laurence, director of trends and improvements of brands, additionally it is becoming 'the new must-have' packaging. (La revue des marques, 2008, 61, 48)

A statement also statute that the respondents must give alternatives to a glass bottles

'37% reveals that they would anticipate to consider them. Clear plastic PET containers and bag-in-box product packaging got most consumer support. As the overwhelming bulk, 63%, think all wine beverage, however humble, should be packaged in glass bottles, when these were shown other varieties of packaging, five out of six were neutral towards - or suggested they were likely to buy - at least one kind of alternative product packaging. '

(YOUR WINE And Soul Trade Association:2007)

Therefore, companies are receiving increasingly involved in the product packaging industry, promoting not only the buyer market, but also the biodegradation and recycling of materials.

Eco-design is defined as 'the improvement the ecological quality of a product' according to Ademe (Bethiness, La revue des marques, 2008, 61, 49).

This improvement requires action on several approaches:

  • * The decision of materials when making or improving presentation;
  • * The type of energy required during the production stage, the distribution, transport and management of end of life (recycling, re-use, composting);
  • * The communication made about presentation itself, which does not happen often because companies are afraid of lose their trustworthiness by highlighting their good will.

Besides the determination of industry, consumers must be involved. Therefore, it might be good for companies to talk their activities and their results.

'In food packaging, there is an unbalance between healthy speech, too prominent, and the ecological conversation, too discreet. '

(L. Wallentin, La revue des marques, 2008, 61, . 38)

The consumer would be led to understand that presentation shouldn't be regarded as a simple waste materials but as a real materials to recycle. Consumer becoming more challenging, eating motif becoming competent in terms with their packaging options and seem to be to be pushed towards alternative packaging.

Creative alternatives must be devised to provide pedagogically on deals to induce body movements like the clever sorting.

With this new kind of packaging, companies have good thing about new communication opportunities.

'These inventions are helping us attract a new demographic and get people considering wine with something apart from the original presentation'

(Jean Charles Boisset :Beverage World: 2008: 56)

'The innovative - greener - product packaging is central to the setting of new wines focusing on a new kind of drinker. The pack enhances both visibility and the financials. '

(Nigel Fordham: The brand new marketing product packaging: Wildduck : 2008)

The aluminium container is an innovation from wineries which produces the container using technology with pilfer-proof cover on the container to keep the quality of your wine without modifying the flavour or standard of the wine.

The differentiation with the color of the aluminium presentation makes the wine stand out on the shelf, increasing brand reputation among consumers, and in the same time, the protection and freshness. These conditions of selection are essential to the consumers who see this kind of wine perfect for outdoor use and keep it longer by reducing oxidation from light penetration.

With this type packaging, companies hope to attract a wide selection of consumers credited to his function, as well as the visual attractive to the buyer.

'Mommensin Beaujolais' in an aluminium container. This packaging is continuously recyclable, screw cover, to make it re-sealable.

The example of the Boisset Family house is another illustration of breaking the guidelines in your wine industry. This burgundy house is known because of its eyesight of sustainability expanding alternative packaging, generating a new mode of consumption. The usage of PET bottles have 50 % lower carbon footprint than traditional wine glass wine bottles. It can be recycled continuously.

For some conditions, the development in product packaging were entirely a new concept, giving a new life to the prevailing brand

' All of these enhancements have helped us to transcend our traditional thinking of wine - how to market wine beverages, how to talk about wine - and have really helped us to bring another dimension so far as how we take a look at wines itself and how we communicate how to drink wines at the buyer level'

(Jean-Charles Boisset:Beverage Industry: 2008 :99:12)

Both brands are types of how establishing a spot of difference with consumers through unique, stylish presentation can lead to success.

One of the very most seen new presentation on cabinets of supermarket is the Tetra Prism.

For example Boisset Family Estates, a family-owned maker and importer of fine wines located in Burgundy, France have launched 'People from france Rabbit', a wine beverage stuffed in octagonal.

The owner of the winery says that new storage containers 'are state-of-the-art presentation that will revolutionize the wine industry'.

The company also reinforces their communication relating to this innovative product using their note as 'for every 4 French Rabbit wines sold, one tree is planted. '

French rabbit was the first high grade wine beverages in a tetrapak lunched in 2005.

This new version of the Tetrapak is based on cartons, composed with 70% newspaper, which make this product more recyclable than glass, taking into consideration the significant lower on weight. Another factor earth-friendly is the cutting down of carbon from the vehicles.

'100% recyclable, Tetra-Prism storage containers reduce presentation by 90% compared to typical glass bottles of wine. '

(French Rabbit wines: About the rabbit: Tetra Prism)

This Chardonnay from the South of France is manufactured in a Burgundian style; this Chardonnay is referred to as flavours of citrus and natural stone fruits, and reveals a slogan 'Savour the wine. Save the earth.

(www. frenchrabbit. com)

The use of paper cartons isn't only the new type of innovation in term of product packaging.

Another box is approaching on the marketplace, the can, which gain increasingly more attraction. This use of presentation is not new in the market, however, new research have been made for wine, preserving attributes and freshness.

This is the truth of Barokes Australian Premium Wine beverage, an Australian-based vineyard, which released in the market a process known as 'Vinsafe'. This development guarantees the durability of your wine in the can.

(www. wineinacan. com)

The North american Neibaum-Coppola Winery is using the same idea with Sophia Minis, which brings to the wine more advanced style.

This Sofia Blanc de Blancs Sparkling Wine beverages Minis is concentrating on including the new young consumer, trendy and looking for fashion.

(www. franciscoppolawinery. com)

The handbag in container (BIB). Regardless of whether this kind of packaging sometimes appears as cheap wine, and don't contain premium brands, the buyer can still get quality wine beverage.

'The quality of carrier in box wine has improved greatly in recent years. But the notion of the consumer is very different' said professional wines taster Susan Hulme, from the Connection of Wine Educators.

(Reuters: 2007)

The example is Blackstone African american Pack Merlot which quickly changed from the reduced category of wines to the premium box revolution.

The benefit of this presentation is the freshness that can stay up to 3 weeks after opening.

Wine in adaptable pouches may have 80% less of your carbon emission than bottles of wine. The Company of Versus wine beverages is driving its product to the Western european.

The consumer can see gain though these pouches as the convenience of transport and safe-keeping. The wine is thought to remain fresh up to 1 1 month.

Nowadays the marketers in the wine industry are moving further the new way of presentation strategies both cheaper and greener.

The goal of the firms creating this type of packaging directly into reduce, recycle and renew. Some research have been made on the field of packaging, including wine product packaging, creating use presentation always more efficient.

The scientific and technological advancements in neuro-scientific wine product packaging pursue goals: the satisfaction with the tastes and quality of product, convenience, health, and basic safety, increasing class and intelligent packaging cue.

However the sole gap that people can find in literature between this mainstream success for these new presentation is belief from the consumers. We found some insufficient information on your wine buyer's conception on the value of sustainable packaging.

The Research Process

The Questionnaire Design

The reason for this analysis is to elicit the methodology used achieved using an exploratory review on consumers' understanding of sustainable wine beverages packaging.

The primary reason for the researcher is by using exploratory research to provide insights and understanding in to the study in an initial way. As the observation and the limited amount of respondents will affect the path of the study, this research won't attend to provide a correct answer but estimate one. Therefore the research will see a greater affinity for using this type of research and doesn't have specific assumptions regarding the review problem.

A questionnaire had to be completed by wines consumers, wine manufacturers, wine beverages shop owners, and vendors of France, Italy and Great britain.

The research was made to present the relevant measurements that consumers take into account in relation to wine presentation, what they understand and describe evaluating different type of wine product packaging.

The type of review method chosen has been organised questions, where the researcher will have to explore the participants' response to the topic. The analysis has targeted consumers between 20 and 60 years old from European countries.

The questionnaire method chosen as its software, coding, inspecting and interpretation of the data are rather simple. Respondents have been limited by choose from a set of alternatives, the email address details are reliable. However following attitude calculating questions, respondents could give unconscious answers. (Malhotra 2004)

In order to permit respondents to easily express their perceptions, therefore preventing recommended answers a repertory grid (RGT) methodology was implemented.

The RGT approach of interview is utilized to illustrate people's description. The RGT allows respondents to widely express their views and the researcher to avoid bias. In fact, the researcher will simply submit the possible choice that could help the respondent to express themselves comprehensive. Finally an RGT strategy is pertinent according to their methodology in consumer behavior studies as it elicits the various perceptions by the respondent who's asked to identify one of the choice wine presentation.

In order to complete this survey, the questionnaire was made up of four main groups of questions. To begin with the researcher grouped the questions on the consumers' knowledge of wine presentation, their attitudes and behavior toward this kind of drink, whether they bought wine beverages or not, and the recognized influences they could expect of these buying behaviour using their relatives, followed by other questions such as their shopping behaviour and regularity of purchase.

The questionnaire contained questions on years, gender, education, and being truly a wine consumer. There were also questions about the value of the environment.

To test their understanding of sustainable wine product packaging, the respondents have been asked to share with if they understood what sustainable presentation was.

Beforehand the respondents possessed to identify areas of wine packaging. To make it, answers received from 1 to 5 according with their amount of knowledge

Following, questions were asked about their attitudes towards the cultural benefits, and environmental friendliness of wine beverage packaging, together with an over-all question about their attitude.

As the researcher was wanting that some of these respondents could have got already experienced ground breaking wine packaging, therefore could have a more good attitude to it, a question in this esteem was asked.

The questionnaire concluded with several questions about consumers' willingness to buy this type of wine beverage, or consume lasting packaging wine beverages' food patterns in their way of use.

The recruitment process implicated a short brief of the goal of the research theme. The review has been asked in various places (restaurant, wine shop, wine club, cafes. . . ) where in fact the respondent would feel more laid back and open to discuss. The researcher was present for the majority of the cases, and may eventually ask further questions when answers were unexpected or needed more justification. With this in person interview or questionnaire, the researcher has the chance to ask in depth the assessor thoughts and opinions, and analyse the frame of mind towards the packaging. This type of methodology was very interesting in terms of analysing the understanding behind the decision and unexpected suggestions.

Another quite ground breaking approach for filling up the questionnaire was the use of the webcam and the microphone interview, where the respondent has the image on PDF report. With this idea, the interviewer could exchange with the respondent about his view and his choice. Nevertheless the researcher found some limitation to his interviews, such as the time available from the respondent to have the ability to answer accurately, some bad interferences using internet etc. . .

The Sampling

First of all, a remark must be made on the limited time and money to get this to survey. The results found may be different according to the type of education, the country of origins and experience that can form just how of thinking. It really is commonly accepted that occupation, era, and gender effect buying attitudes; quite simply, the test chosen may not be completely representative of the populace of the wine consumers.

In order to better understand the buying behavior, a sample of 26 consumers has been chosen by the experts, and been asked to determined differences across 8 bottles and also to summarize them in descriptive. The complete respondent acquired the same questionnaire, with the same questions.

In the pilot of the questionnaire, the containers where the original 'branded' product, and the research had been confronted to a dilemma as the respondent where easily affected by the colour and company logo of the label or presentation. In his handbook, Hazard (1987) explains the utilization of color in commerce and industry and points out that colour is the first sign that the buyer will dsicover on. Therefore, the study made some changes using Photoshop to make those bottles the most natural as you possibly can, in dark and white, erasing any elements that could affect the understanding of the buyer.

The research possessed also to make some changing in the way of expressing the questions, as the respondent experienced the sensation to answer several the perfect time to same kind of questioning, or interpreted in a manner that didn't satisfied the interviewer. Therefore several prototype of questionnaire has been examined before to meal the final review.

The exploratory research suggests an example of the population suitable and representative of the market nature of the study. The researcher attempted to similarly depart the sample between men and women. As a result, the research chose criterion such as the correlation on the gender, and the occupation to get uniformity on the results.

The researcher specifically asks individuals obviously thinking about wine consumption. In other term, this analysis has been oriented to typical wines consumers, which are more closely reflective of your wine market.

The innovation on this research is the research and transcription of respondents, in order to raised understand this is accredit by the consumer to the wine. Those respondents that have been used because of this research were equally split into 12 students, 10 wine consumer, 3 wines shop owners, 2 restaurants and 1 organic shop owner. However those interviewers were not equally picked from the same country. The sampling is intended to be targeted but arbitrary sampling has been applied. With this sampling, all the respondents have bought wines at least in the last month.


The range of respondent, profession, and insufficient origin variety homogeneity were the first restriction of the study. Having less time was the next limitation, as not every respondent could devote the same time on the questionnaire.

Only 34 respondents were recruited during the survey. Therefore, because of the small amount of participants, the analysis may not mirror the wine consumer market. Also, most of the respondents were either France of English. This might impact the orientation of the results, no generalisation can be made.


Table 1 illustrates your wine packaging of each container seen by the respondent. To be able to explain the actual table constitutes, the experts based their survey on the number of common description diagnosed.

The higher the explanation assigned to your wine packaging typically, the closer the appropriate belief from the consumer's description is known as.


Words mentioned by the respondents

Bag in Box

Plastic bottle


Aluminium bottle


Glass bottle

Single serve aluminium

Single serve can

Practical - Functional

Classic- Traditional

Functional - Progressive- Original

Modern - Design - Shinny

Standard - Not adapted

Traditional- Basic - Elegant

Contemporary - Modern - Not adapted

Not designed - Ugly

Description for every packaging

In this table, we can see that the information given for each packaging will vary, with regards to the respondents' capability to assign each wine packaging.

Each assessment can be seen as the final picture of the objects which are described by the respondents.

Due to the limited volume of respondents and time, the type of the study and orientation could range. However for this study the researcher viewed for similarities between your respondents information which can briefly show the trend.

As we can see, the results show that the respondents tend to highly explain the packaging in term of the shape, in term of traditions or innovation. Conversely, the respondent seemed to mainly correlate the next factor as the dimensions of the presentation use.

The dissimilarities have been often suggested during the descriptive dimension evaluating the traditional wine product packaging to the impressive, recycled wine presentation.

What the researcher often observed is that wine beverages consumers are more likely to outline the dimension of cosmetic and need for the utilization of the presentation from the price of your wine, as in a low or bad quality wine beverages.

This data was all the more obvious in line with the genre of the respondent. With this study, women seem to become more interested with the idea of innovation and youth for your wine packaging.

From the study, it seems to be a quite clear representation of the descriptive dimensions. The interviewed wine beverages consumers during their description and diagnosis of the different packaging acquired shown a great interest in the complexness of the presentation and its own abstractness.

In this context, the researcher possessed analysed a far more qualitative procedure.

In this portion of the interview, the researcher got some notes of the phrases of the respondents. After the data collection, an examination of the answers has been performed.

The different adjectives and labels have been built as a guide to the researcher.

First of all, a qualitative account of each ecological wine packaging has been developed, related to the descriptive measurements advised by the assessors.

Additionally, the researcher analysed each answers, discussing each presentation features (materials, form, use size etc. . . )

The researcher has determined two different level of your wine consumer way of thinking, with a new perception.

First of all, the most evident attribute given for each and every packaging was at term of concrete traits of the lasting packaging. Within different justification for every information, the researcher tried out to decode and identified the different quotations that made the researcher more in a position to understand that features given by the wine consumer to the packaging.

In this section, the primary focus on the researcher was to interpret the descriptive dimensions utilized by the assessors.

The analysis has been made of the concrete attribute recommended by the respondent to the most abstract one of the packaging.

During the interview, all respondents talked about their belief in term of practicability and stressed differentiation looking at each product packaging, both expressing their preferences.

The investigated suggest some of the following quotations to illustrate the differences given by the respondents:

  • It appears like a cheap wines. . .
  • it appears like a common soda/fizzy drink. . .
  • I like to see the tint of the wine; I the aluminium container is not modified. . .
  • I prefer to see the tint of the wine within the presentation, I cannot with this bottle. . . .
  • The material is nice, less product packaging misuse and it looks eco-friendly. . .
  • I like the match of your wine being provide as sole use. . .

In the situation of wines itself, the opacity in the materials used for those packaging seems to be the most considered factors for the respondents. Just through this feature, your wine consumer seems to be more confident when they need to do their wines purchasing, and be able to discriminate across other products, supplying different level of value to your wine.

The type of material used seems to be important for those consumers, yet, in a more conceptual way. Actually, the respondents appeared to look for tranquility and balance, coherence and relationship with the product itself as wine beverage in its use and in regard with the fact that it is not really a basic product.

Among the fact of this consumer see wine beverages as product apart, the materials used as packaging appears to be important to them as well as the form and the size. Those features appear to be relevant to the buyer.

For example, the size as bottle or single help assume to be significant to the respondent in term of visual attractiveness, however, the researcher hasn't found a particular evidence demonstrating that the assessor suggest different use. The results only illustrate the first level of understanding from the respondent point of view.

For example between your single help aluminium container and the one help can, respondent often said:

. . . These presentation are both smaller when compared to a glass container. . .

Reciprocally, regarding the 'bordelaise' goblet bottle, the respondents consider this type of wine presentation as traditional or traditional.

However, when comparing this traditional container with the other type packaging, the researcher immediately remark that the condition are the first factor that the respondent observed:

. . . These look like the same shape. . .

  • it is angular. . .
  • It is brick form. . .
  • It is today's shape. . .

The square kind of packaging seems to be often associated with low quality wine. For example, the fact that the packaging is not soaring up in an elegant way seem to affect your wine consumer impression on the wine quality.

  • It appears like orange juice brick. . .
  • It makes me want to the soda beverages. . .

The degree of concern to environment related to your wine product packaging has been steadily witnessed through the questions.

The materials are assessed regarding their recyclability, form, size, and safe-keeping in comparison to the common bottle.

To recapitulate the actual respondent said, the material appears to be clearly assessed by the assessor and is also immediately linked with the consumption of this wine. For instance, the kind of materials used for those presentation with evoke a particular instant of way of eating your wine:

  • this packaging is wonderful for picnic, and barbecue with friends in a garden. . .

This is convenient when you yourself have to go somewhere and move easily wines. . .

  • I wouldn't use this packaging when acquiring visitor, it isn't class. . .
  • It is convenient to store in a place because it take less space. . .

The form is often assessed as a sign of packaging design and cosmetic to the respondent standards. Additionally, it is suggested that consumer get a kind of stimuli about the appearance of the product packaging, and can categorise the wine in function of the form.

Finally environmentally friendly message about your wine packaging type is principally overlooked when consumer see object. What seems obvious for the respondent is the sort of materials used, the form and cosmetic of the product.

  • The aluminium bottle has a good influence on me. . .
  • This presentation is nice for day-to-day use. . .
  • It is fairly. . . I'd like to try out this wine
  • It gives me the feeling that it's a good wine. . .

The second level that the researcher observed in the respondent notion is the comparison made of all the type of packaging, making differentiation:

  • This bottle is seems more recyclable than this one. . .
  • This packaging looks less carelessly of the consumer's impression on quality of your wine compared to that one. . .
  • It appears cheaper than this one. . .

The term that seems to be said often is 'bright' and often influences consumers' notion on the kind of quality and the price that your wine would suggest. Through the interview, respondents web page link the design of the container, the advancement, the practicality and the materials and evidently recognized them.

However the material qualities with the conservation seem to be relevant to those individuals, in variation of the classical glass bottle

The comparison between traditions and innovation has been immediately seen. Respondents plainly associated the modern opposed to traditional.

  • The aluminium is modern set alongside the glass bottle. . .
  • It is basic, traditional features, sober and elegant. . .
  • It is modern and design. . .

The traditional features portrayed by the respondents will vary according to the attitude of the respondent.

For example, custom for a few respondents would be the shape, plus some other would be the type of material used as an indicator of lack of modernisation.

  • It is too modern. . . it doesn't express a message of custom. . .
  • It is attractive, the new form and use, so different from the other. . .

The innovation is generally positively valued by the respondent.

However the researcher can easily see association manufactured in information regarding their way of consuming wine.

In this part, the researcher highlights the value of the product packaging for the respondent. Some remarks have been said as the aesthetic of the bottle is important during their buying process.

Many of the respondents through the interview was referring to the sort of packaging using phrase as traditional, modern, trendy, traditional. However, when the question lifted about will they buy those kind of wine considering those sustainable presentation, the researcher encountered a disagreement among the list of respondents. In general the respondents defined those kind of packaging as being cheap wine beverage, which give them a poor impression of the wine quality, therefore, the general thoughts and opinions were pessimistic.

Even if it was clearly stated which type of the packaging they liked or disliked, their inclination were changed relating to their inclination depending on the occasion where they might consume those wine beverages.

For this theme, the ideas were diverging, based mostly of the genre of the respondents. As for, women appears to be more influence by the shinny aspect of the aluminium container, than the carton part of the tetrapak or the carrier in Container.

Most of the respondent associated the kind of packaging using their way of consuming. For instance, some respondent stated that they would use rather that one than that one for everyday or that one for the sociable occasion.

All of the respondents could express which types of wines they liked or disliked, it was clear that lots of changed their desire with regards to the occasion where the wine was to be consumed.

A very interesting comment has been suggested by a consumer stating that he always linked the type of packaging with the kind of food dished up with it, and they might be effect by the kind of packaging depending of the kind of person coming of the special occasion.

During the interview, the researcher pointed out that your wine that the buyer would possibly purchase would mirror them as individual, and would identify those to the type of packaging.

Comments included objection such as:

  • I would choose this kind of packaging because it looks more expensive, and quite attractive to impress my guest. . .
  • If I had to provide a gift for some of my friends, I'd choose that one, because it looks more special and different. . .

One of the respondents added:

  • If I bring this kind of thing (packaging) to my friends' house, I'm sure they will not be happy. . .
  • I would bring this wines to people who I'm sure have no knowledge about wine beverage. . .
  • I know very well what is an excellent and a terrible wine, that type of presentation suggest bad quality. . .

After those conversations with the different assessor, it appears to be particularly important to the respondent, when purchasing those wines, their emotions and other wine beverages consumers' impression. Quite simply, which means that the kind of packaging and wine would clearly reflect the kind of person.

Some of them clearly explained that they could judge the social status or the social 'education' referring to the wine presentation cues.

The opposition

The packaging appearance appears to effect more the young consumer in several ways. The proper execution of the merchandise appears to be the first characteristic that they discovered, and appear to influence in lots of ways their preference. While the novice wine beverage consumer seem to target more on the materials used and the conservation of the product over time.

Another opposition can be made between male and female perception. Even if there are variations on experimenting sustainable packaging, there is certain psychological connection that the researched seen in the shape of the products. If it's shown in psychology that angular varieties are the sign of masculinity and rounded form, feminism, the research found this kind of association in his results. Angular forms appear to appeal more to male audience (e. g. Tetrapak), while the roundness and circularity appears to entice for a female audience. However both type of genre seems to generally recognize the round shaped wine packaging, determining them as modern and design whereas the other fresh packaging evoke to the consumer a sense of outdated and cheap kind of wine.

The Restaurant

If only two restaurants were individuals, English and People from france, the acceptation of the ecological packaging seems to be accepted. The thoughts and opinions seems to be rather neutral in general. The modernity, cosmetic and practicality and features seem to be the first feature they seen.

However the purchase goal is negative as for those restaurant owners, with kind of packaging only focus on a minimal quality wine, which can't be store for several years. Only young wine could be found in those product packaging, with consumption relatively close to the particular date of purchase relating to their opinion. It appears common for both of these that those lasting packaging are not adapted to your wine product and is synonymous of low quality wine.

The paradox

The research experienced the opportunity to meet an organic shop owner during the research, and proposed the questionnaire. With delight, the respondent show a very divergence between the opinion of the organic and natural attitude as being eco -friendly, and the fact that the individual did not like those type of packaging for your wine. According to the participant, this kind of packaging is not very adapted to your wine, and in no circumstance this will be recommended to your wine maker.

The packaging, the preferences and their impression on the quality of the product

To simple the interpretation, the members had to ranking the quality of the wine and the preferences on the list of other packaging between 1(the higher symbol) to 5(the lowest mark). The graphs show those ends in the Appendixes.

The Tote In Container:

The sample appears to rather admit this product packaging with 39% of the opinion as stated 'Neutral'

The Plastic Container:

The most the opinion seems to be divided between the neutral and the fact of liking the packaging; however the quality impression of your wine is apparently low.

The Pouches:

With 61 % of positivity, the pouches seem to be to be accepted in terms of choice but will tend to be considered as a minimal quality wine

The Aluminium Bottle

This sustainable packaging seem to be the next best ranking subject, with respectably 54 % of the respondents ranking the bottle as 'good', and 54% nearly as good quality wine.

The Tetrapak:

This packaging appears to be seen as poor wine beverages and the thoughts and opinions seems to be neutral.

The Glass Bottle:

This packaging is considered as the very best quality wine packaging, and it is massively assessed as the best quality wine with a share of 100%.

The Single Help Aluminium:

We can notice some difference about the grade of your wine between suprisingly low quality and medium quality wine beverages. We can also find similarities in the packaging preferences. Considering the result of the aluminium bottle, the research can ask the question if the single serving is considered as low quality wine, rather than the use of material.

The Single Serve Can:

This product packaging is regarded as the worth packaging used for wine beverages product. 68% of the sample considers this product packaging as an extremely low quality wine beverages and 71% disagree with the use of this material for the wine packaging.


In this analysis the results using an exploratory review and the research and interpretation have been shown.

The RG strategy demonstrates its effectiveness in term of understanding of the situation. The research was interesting in using this methodology by giving the interviewees choices expressing without restraint their conception. All the more this type of questionnaire allow respondents to little by little rank their level of satisfaction and implicitly justification of these affinity for those packaging, describing the objects

The use of the grids has been helpful for the interpretation of the info collection. However we can not make any realization predicated on this study. This research only suggests a first glimpse of the buyer attitudes towards those packaging and their understanding.

To construct this research, an example of particular wines consumer has been chosen, using the RG request. This technique was successful in showing the different aspect that the consumer assessed to describe the objects.

Once the info gathered, the researcher analysed and used content analysis to interpret the findings. The results found can be concise in deferent parts.

The Aftereffect of the kind of packaging on the wine consumer perception is clearly pertinent.

The main picture of the lasting wine packaging is defined within two sorts of sizes by the respondent. The very basic traits that have an impact on their perception are the shape of the thing, its size and its design. Your wine consumer seems to classify one presentation discussing alternatives objects with a specify justification. Then the other dimensions that appears to be discovered is their consideration of the use of this product packaging. The methodology that the researcher will suggest is the conception of the buyer among substitute wine packaging, where the respondent immediately explained their preferences.

In this study, the account of your wine product packaging identify was grouped between the tradition and the innovativeness, the originality and the banality, the health care and the careless of the buyer perception of your wine quality.

It seems evident that those wine beverage consumers would have different level of interest in those wine presentation.

A kind of rationality has been identified among the overall meaning of the lasting product. And those consumers seem to be to be well alert to the sustainable packaging and appear to feel concern with the environment's conservation.

The need for the packaging and its aesthetic is obviously relevant to the buyer. However, the presentation design with the kind of materials used becomes an issue to the buying decision process relating of your wine consumer.

The research also appears to show that your wine consumers will change their product conditions of, with regards to the occasion of consummation of the product.

Through this review the research have a tendency to show the impact of the marketing mix on the wine industry.

On the one hand, the winemakers show reconsider how they want to concentrate on their audience, realizing that consumer can be easily influenced and can turn product if they make them annoyed. Alternatively, the wine industry practitioner should better target their marketing work on the knowledge of the consumer notion of product itself. This is a necessary work to be able to position the merchandise.

These recommendations were applied by the main Californian winery Gallo, lunching their 'Gallo increased' packed in a green bag-in-box to appeal to it's the female junior market renewing the original BIB market.

As a realization of the research, further improvements undertaken. Some areas can be further employed including the investigation comprehensive of the packaging attributes personal preferences of your wine consumers, where in fact the researcher could identify the characteristics preferences of the wine presentation, and then analyse the desire of the consumer within the sales promotion on the wine consumer decision making process and brand collateral.

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