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Beauty is in the eye of the beholder: A study about the effect of (a)typical package design for non-alcoholic white wine

Boshuizen, Chris (2020) Beauty is in the eye of the beholder: A study about the effect of (a)typical package design for non-alcoholic white wine.

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Abstract:This study investigates whether (a)typical package design of non-alcoholic white wine can positively influence product evaluation which is measured by taste experience, attitude towards the product, and purchase intention. Since non-alcoholic wine is a rather new product that has not been categorized into a specific product category, it is expected that the demonstrated benefits of atypical package design will also apply to this study. The results of the conducted study show that an atypical bottle shape or atypical label style separately did not have a more positive influence on product evaluation, but it was found congruent package design (atypical bottle with an atypical label or typical bottle with a typical label) does have a more positive influence as opposed to incongruent package design. Consequently, it was found that congruent typical package design results in the most positive product evaluation, especially for a taste experience. Therefore, it is advised to market non-alcoholic wine in congruent typical package design.
Item Type:Essay (Master)
Clients:
La Source, Waddinxveen, The Netherlands
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/80871
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