Wine packaging: marketing towards consumer lifestyle to build brand equity and increase revenue

Nelson Barber, D. Christopher Taylor and Cynthia S. Deale

International Journal of Revenue Management, 2010, vol. 4, issue 3/4, 215-237

Abstract: The wine industry considered product quality as key to increasing competitiveness. However, when wines are perceived quality neutral, regardless of other existing differences, consumers will substitute one wine for another exposing producer to intense price competition. To differentiate wines, a determination of what values consumers place on wine packaging may be established in other dimensions such as environmental or functional benefits with current research suggesting these values go further than quality and price. Linking the techniques of revenue and brand management may provide a winery with revenue growth and customer loyalty. This study examined dimensions of wine packaging equity, benefits wine consumers seek and the motivational preferences and relationships between consumer lifestyles. Results indicated that wine packaging equity originates in four motivational factors that are strong predictors of preferences. Linking dimensions of packaging equity to consumer lifestyle, demographic and behavioural variables allow marketers to tailor communication strategies closely to markets for potential revenue enhancement.

Keywords: consumer behaviour; wine industry; alcohol; marketing; environmental benefits; packaging; lifestyles; brand equity; product quality; competitiveness; quality neutral; price competition; brand management; wineries; revenue growth; customer loyalty; motivational preferences; motivational relationships; predictors; demographic variables; behavioural variables; communication strategies; markets; revenue enhancement; USA; United States; environmentalism; revenue management; hospitality management. (search for similar items in EconPapers)
Date: 2010
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