Zeitschriftenaufsatz
Filling the gap – measuring sensory and marketing impacts on wine choice
Details zur Publikation
Autorenliste: Müller S., Osidacz P., Francis L., Lockshin L.
Jahr der Veröffentlichung: 2010
Quelle: The Australian & New Zealand grapegrower & winemaker
Heftnummer: 562
Erste Seite: 108
Letzte Seite: 111
Verlag: Winetitles
ISSN: 0727-3606; 1446-8212
Sprachen: Englisch
Traditional consumer sensory research mainly focuses on
Abstract
blind sensory evaluation. In reality, however, most consumers drink and
evaluate wine in an informed condition, being aware of the price and label
information. This article asks the questions: What is the relative impact of
sensory and marketing attributes when consumers drink wine in realistic
settings and which are the sensory attributes that cut through the marketing
clutter?To provide first answers to these questions we report results from a
two-stage experiment for Australian Shiraz wines, simulating the process of a
consumer choosing a wine from the shelf, tasting the wine, and making a
repurchase decision.