Consumer Responses to Wine Bottle Back Labels
Consumer Responses to Wine Bottle Back Labels
复制标题
消费者对酒瓶背标的反应
DOI：
10.1080/09571269908718177
复制
发表时间：
1999
期刊：
影响因子：
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通讯作者：
T. Unwin
中科院分区：
文献类型：
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作者：
S. Charters;L. Lockshin;T. Unwin
本文报告了一项关于消费者对酒瓶背标上所含信息的反应的探索性研究。它基于 1999 年初对澳大利亚受访者进行的研究。其主要发现是：（1）经验丰富的消费者很难将葡萄酒的口味与其背面标签的描述相匹配； (2) 57% 的受访者声称在做出购买决定时经常阅读标签； (3) 他们发现对帮助他们识别葡萄酒最有用的信息是对葡萄酒味道或气味的简单描述； (4)很难就性别、年龄、收入或职业对此类反应的影响得出一般性结论。
This paper reports on an exploratory study of consumer responses to the information contained on wine bottle back labels. It was based on research conducted with respondents in Australia in early 1999. Its central findings were: (1) that experienced consumers have difficulty in matching the tastes of wines with their back label descriptions; (2) that 57% of the respondents claim regularly to read back labels in making their purchasing decisions; (3) that the information they found most useful in helping them to identify the wines was simple descriptions of the tastes or smells of the wines; and (4) that it is difficult to draw general conclusions about the effects of gender, age, income or occupation on such responses.