Product design and consumer acceptance of alcohol reduced wine a market experiment

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Titel

Product design and consumer acceptance of alcohol reduced wine a market experiment

Autor

Bause, Matthias

Dissertation

Masterarbeit Hochschule für Wirtschaft und Gesellschaft Ludwigshafen 20 MBA Wine, Sustainability & Sales

Schlagwort

Weinmarkt / Deutschland / Spanien, Verbraucherverhalten / Alkoholgehalt / Reduktion / Wein

Genre

Hochschulschrift

Beschreibung

Alcohol-reduced wine is demonstrating increasing market demand in sales and volume.Although there are products available today which are competitive and tasty, there is still alack of awareness and consumer acceptance together with a stigmatization of bad taste.With that work it can be stated that the grape variety Albariño is suitable to produce an alcohol-reduced wine of quality, proven by consumer liking tests in Germany and Spain. Using a market test, product claims for alcohol-reduced wine are analysed regarding the consumer attraction to alcohol-reduced wine. 147 participants were asked about their preferences for four different claim types (health-, wellness-, nutrition- and "easy to drink"). Even though health-related claims showed the highest score, there is no "general claim" applicable to all customer segments. Rather the marketing messages need to be tailored to the targeted consumer groups. For all four claim types, personas were defined, characterising what cue fits best for each target group.

Herausgeber

Ludwigshafen

Erstellungsdatum

22.12.2023

Format

VIII, 66 Seiten Illustrationen, Diagramme

Quelle

Bibliothekskatalog

Sprache

Englisch