University of Twente Student Theses

Login

Increasing wine sales Via the wine-food pairing. Does visual or textual representation of the wine-food pairing and congruency of the information influence wine sales?

Huttenhuis, H. (2014) Increasing wine sales Via the wine-food pairing. Does visual or textual representation of the wine-food pairing and congruency of the information influence wine sales?

[img] PDF
2MB
Abstract:Several studies have found that labels, label design, and product information delivered via the label or shelf tag (being grape, brand name, and price) are among the most important cues consumers use in the wine choice decision. Currently wine-food pairing suggestions in supermarkets are offered in a textual manner. However scientific literature provides useful suggestions how to improve the effectiveness of such wine-food pairings. These suggestions include using visual messages instead of textual messages, combining textual and visual messages and making use of congruency. Therefore this study aimed to explore whether and how visual or textual representation of the wine-food pairing and congruency of the information influences wine sales. The main experiment used a 2 (visual information vs. textual and visual information) x 2 (congruent vs. incongruent) x 3 (red wine vs. white wine vs. rose wine) design with a textual control group. The results showed that red wine sales in the congruent textual/visual condition increased 43% compared to the textual control condition. Furthermore the results indicated that white wine in the incongruent visual condition sold 62% better than in the congruent visual condition. These results are inconclusive as the red wine result supports current literature while the white wine results contradicts previous research. Therefore it is recommended for future studies to further investigate the effectiveness of visualising wine-food pairings and the role of congruency in these pairings.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/65497
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page