20 Apr 2013

Counter-label help

 
 
Customer’s opinion is that the information about the wines aroma and taste on the counter-label - is the most valuable data. Customers want to know what to wait from the content of a bottle. And they find this information much more important than the wine and winery history. Professors of the State Poly-Technique University of California studied the question of what information the customers would prefer to see at the counter-label of a bottle of wine. First the research was made for a winery which was in process of change of package and was looking for what to put of the label of the other side of a bottle. But received results are applicable to almost all wine-makers of the New World. A method was used when customers “appreciated four concepts of counter-labels in pairing with face-labels in terms of their ability to increase of interest to buy”. There were 14 types of information used with a 5-points scale of evaluation. The customers had to say which 11 factors influenced them while wine choosing and which of them was the most important. Two main factors were price and grape variety. And the grape variety was primordial for a third part of customers in a new wine choice. 25% of customers based their decision on price. Brand name and “I've-heard-something-about-it”-effect make the decision of about 2/3 of customers. A half of all recipients pays attention to the face-label, and about a quarter of all demanded read the counter-label. A smaller part of buyers choose the counter-label information as the principal factor. Between four offered concepts, the information about taste and aroma characteristics of wine won with a great score and left historical or geographical information and awards behind. In fact, most of customers found the organoleptic data at the counter-label the most important information. Source – www.upakovano.ru