The wine label is a key factor when it comes to competing for consumers’ attention on the supermarket shelf. However, the wine market complexity makes it difficult for the consumer to choose between all the available alternatives. The purpose of this study is to analyze and compare the effect of two different Rotari - Mezzacorona wine labels (the current and the restyled one) on consumers’ preferences and product perception. The analysis is performed through the use of implicit eye-tracking data regarding consumers’ attention and interest collected with an online eye-tracking platform. The current and the re-styled labels are compared with three other competitors in order to simulate a real purchasing situation. Implicit data are combined with quantitative and qualitative measurements obtained from specific questionnaires about WTP and sensory expectations, together with behavioral and sociodemographic data. Results show a significant relationship between focused attention, measured by the Average Fixation Duration (AFD), and the level of consumers’ expertise in the case of the restyled label, indicating that the restyled wine label had higher attention-grabbing capacity with consumers with a perceived high level of expertise in the wine sector. No other significant relationships were found. Limitations of the research have to be found in the low number of participants and the low number of bottles used to simulate a supermarket shelf; also, it was not investigated which specific part of the label actually captured eye-gazes due to the accuracy limitations of the webcam-based eye-tracking systems. Future research should better investigate wine labels' effect on different consumer segments in order to optimize marketers' and winemakers' objectives.
L'etichetta del vino è un fattore chiave quando si tratta di competere per l'attenzione dei consumatori sullo scaffale del supermercato. Lo scopo di questo studio è analizzare e confrontare l'effetto di due diverse etichette di vino Rotari - Mezzacorona (quella attuale e quella rinnovata) sulle preferenze dei consumatori e sulla percezione del prodotto. L'analisi viene effettuata attraverso l'utilizzo di dati impliciti di eye-tracking relativi all'attenzione e all'interesse dei consumatori, raccolti con una piattaforma di eye-tracking online. L'etichetta attuale e quella ridisegnata vengono confrontate con altre tre concorrenti per simulare una situazione di acquisto reale. I dati impliciti sono combinati con misure quantitative e qualitative ottenute da questionari specifici sulla WTP e sulle aspettative sensoriali, insieme a dati comportamentali e sociodemografici. I risultati mostrano una correlazione significativa tra il focus dell'attenzione, misurata dalla durata media di fissazione (AFD), ed il livello di esperienza dei consumatori nel caso dell'etichetta ridisegnata, indicando che quest'ultima ha avuto una capacità di attrarre l'attenzione più alta con consumatori caratterizzati da un livello percepito più alto di conoscenza nel settore enologico. Non sono state trovate ulteriori correlazioni significative. Limitazioni della ricerca vanno ritrovate nel basso numero di partecipanti e nel basso numero di bottiglie utilizzate per simulare uno scaffale del supermercato; in più, non è stata investigata quale parte specifica dell'etichetta ha realmente catturato lo sguardo, a causa di limitazioni dei sistemi di tracciamento oculare basati sull'uso di webcam. Ricerche future dovrebbero approfondire l'effetto delle etichette di vino su diversi segmenti di consumatori in modo da ottimizzare gli obiettivi di esperti di marketing e produttori di vino.
Rivisitazione di un'etichetta di vino Rotari-Mezzacorona: uno studio attraverso il tracciamento oculare
GALDERISI, ALESSIA
2021/2022
Abstract
The wine label is a key factor when it comes to competing for consumers’ attention on the supermarket shelf. However, the wine market complexity makes it difficult for the consumer to choose between all the available alternatives. The purpose of this study is to analyze and compare the effect of two different Rotari - Mezzacorona wine labels (the current and the restyled one) on consumers’ preferences and product perception. The analysis is performed through the use of implicit eye-tracking data regarding consumers’ attention and interest collected with an online eye-tracking platform. The current and the re-styled labels are compared with three other competitors in order to simulate a real purchasing situation. Implicit data are combined with quantitative and qualitative measurements obtained from specific questionnaires about WTP and sensory expectations, together with behavioral and sociodemographic data. Results show a significant relationship between focused attention, measured by the Average Fixation Duration (AFD), and the level of consumers’ expertise in the case of the restyled label, indicating that the restyled wine label had higher attention-grabbing capacity with consumers with a perceived high level of expertise in the wine sector. No other significant relationships were found. Limitations of the research have to be found in the low number of participants and the low number of bottles used to simulate a supermarket shelf; also, it was not investigated which specific part of the label actually captured eye-gazes due to the accuracy limitations of the webcam-based eye-tracking systems. Future research should better investigate wine labels' effect on different consumer segments in order to optimize marketers' and winemakers' objectives.File | Dimensione | Formato | |
---|---|---|---|
Thesis Alessia Galderisi definitivo.pdf
accesso riservato
Dimensione
1.13 MB
Formato
Adobe PDF
|
1.13 MB | Adobe PDF |
The text of this website © Università degli studi di Padova. Full Text are published under a non-exclusive license. Metadata are under a CC0 License
https://hdl.handle.net/20.500.12608/37586