Journal of Economics, Management and Trade

Aims: Purchasing wine in shops implies that the consumer makes a choice based on the extrinsic attributes of the product (eg packaging, bottle shape and design, labels and written information) rather than extrinsic information such the flavor or the taste of the wine. Various studies were undertaken in different countries and published that provide information regarding the extrinsic attributes that influence this choice. Focusing on studies addressing still wine purchasing in shops, this study aims to summarize the main attributes that intervene in the choice-making of wine for the geographical areas with high levels of consumption.

Study Design:  The study was based on bibliographic research and its analysis.

Place and Duration of Study: The bibliographic research and analysis were conducted at the Laboratory for Research in Science of Agronomy & Biology (France) in November 2024.

Methodology: Bibliographic research was conducted using Googlescholar with keywords including influence, purchasing wine, bottle, packaging. Articles addressing sparkling wine, organic wine, online purchase, tourist consumers, and studies focusing on specific generations were excluded.

Results: A total of 23 articles were selected, covering the period from 2006 to 2024. The increase in the number of articles over time illustrates growing interest in the topic. A significant correlation was found between the number of articles per country and the importance of the wine market (r=.94). Regardless of the country considered among those selected, the main criterion in consumer choice was the price followed by the label (design and content), and then the bottle shape. Attributes such as the wine’s origin, vintage, and the food pairing - appreciated on the label - also influence the consumer choice. Important features of label design were identified.

Conclusion: Despite the undeniable effect of cultural differences across countries, which may influence consumer behavior differently when purchasing wine, a common set of extrinsic attributes was identified for selecting still wines in shops in the selected countries. The information that should be emphasized on the label, along with its design features, was determined. These findings may help wine producers, sellers and marketers reduce packaging costs by focusing on key extrinsic attributes during the design process and emphasizing features important to consumer choice.