Zeitschriftenaufsatz

Filling the gap – measuring sensory and marketing impacts on wine choice


Details zur Publikation

AutorenlisteMüller S., Osidacz P., Francis L., Lockshin L.

Jahr der Veröffentlichung2010

QuelleThe Australian & New Zealand grapegrower & winemaker

Heftnummer562

Erste Seite108

Letzte Seite111

VerlagWinetitles

ISSN0727-3606; 1446-8212

URLhttps://www.researchgate.net/publication/282914811_Filling_the_gap_measuring_sensory_and_marketing_impacts_on_wine_choice

SprachenEnglisch


Abstract


Traditional consumer sensory research mainly focuses on
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.