{"id":14846,"date":"2024-06-18T17:50:23","date_gmt":"2024-06-18T12:20:23","guid":{"rendered":"https:\/\/www.indianwineacademy.com\/articles\/?p=14846"},"modified":"2024-06-18T19:42:03","modified_gmt":"2024-06-18T14:12:03","slug":"item_4_951","status":"publish","type":"post","link":"https:\/\/www.indianwineacademy.com\/articles\/item_4_951\/","title":{"rendered":"Study: Visual Sweetness on a Wine Label increases Buying Potential in Retail"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14846\" class=\"elementor elementor-14846\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4720b6a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4720b6a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-53f09f7\" data-id=\"53f09f7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-70aab53 elementor-widget elementor-widget-text-editor\" data-id=\"70aab53\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 20-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\tPosted: Tuesday, 18 June 2024 17:57\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-ad9e937\" data-id=\"ad9e937\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-cccb2a7\" data-id=\"cccb2a7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9669605 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9669605\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b62f3ec\" data-id=\"b62f3ec\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c0e78f1 elementor-widget elementor-widget-text-editor\" data-id=\"c0e78f1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"row\">\n<div class=\"col-sm-12\">\n<h1 class=\"articlepagetitle_heading\"><font color=\"#990000\">Study:<\/font> Visual Sweetness on a Wine Label increases Buying Potential in Retail<\/h1>\n<div class=\"articlepageintroline\">June 18: Visual sweetness scale with an arrow pointing to a specific sweetness level on wine labels and not textual form, increases the purchase intent among novice wine consumers, according to a new study from researchers in the Penn State School of Hospitality Management, writes Subhash Arora who endorses the view for wines sold in India also to help novices decide whether to buy a bottle since the sweetness is an important factor for them and they are bigger in numbers<\/div>\n<div class=\"articledata\">\n<p>The Study, published recently in  the International <a href=\"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IJCHM-07-2023-1038\/full\/html\" target=\"_blank\" rel=\"noopener\"><font color=\"#990000\">Journal of Contemporary Hospitality  Management<\/font><\/a> claims that though the purchase intent is increased, the same consumers may not  be willing to pay a higher price for wine with a sweetness scale because the  scale might make the product appear to be lower quality. <\/p>\n<p>&nbsp;\u201cOur research shows the  label is a small, crowded piece of real estate in which heuristics, like a  visual scale, may help to close the sale on that bottle,\u201d says <strong>Donna Quadri-Felitti<\/strong>,  Marvin Ashner Endowed Director and associate professor at the Penn State School  of Hospitality Management, who led the research. \u201cThe best place to describe  the product&#8217;s tastes to buyers is on the label when the consumer has the bottle  in their hands\u201d, she says. <\/p>\n<p>Donna added, \u201cour research shows  the label is a small, crowded piece of real estate in which heuristics, like a  visual scale, may help to close the sale on that bottle.\u201d <\/p>\n<p>The researchers conducted two  independent studies. First, they surveyed 200 adults in the United States via  Prolific, a hospitality consumer research platform, to investigate the effect  that a sweetness scale had on consumers\u2019 intent to purchase. <\/p>\n<p>Participants were presented with  one of two versions of a label for the same wine. The first version displayed  text describing the sweetness level, while the second version featured a visual  scale of sweetness levels. Participants were also asked to indicate their  purchase intention after seeing the label and how often they consumed wine, to  determine if they were novices. <\/p>\n<p>The second study was to gauge  how sweetness affects willingness of the consumer to pay. In this studies, a  different group of 200 adults in the US, participants were presented with  images of a wine label that either had a sweetness scale or a text description  of sweetness. They were asked about their willingness to pay for the product. <\/p>\n<p>\u201cThough wine novices are more  likely to purchase wine with a sweetness scale rather than text, they are  unwilling to pay more due to low perceived quality,\u201d says <strong>Anqi Luo<\/strong>, a  team member who earned her PhD in hospitality management at Penn State in 2022  and is now a research assistant professor at the Hong Kong Polytechnic  University <\/p>\n<p>Luo says, \u2018the sweetness scale  makes it easier for consumers to understand what is in the bottle. When product  information is easier to interpret, it may diminish perceived exclusivity and  lead to lower perceptions of value.\u2019 <\/p>\n<p><strong>Study as a Marketing tool<\/strong><\/p>\n<p>The researchers feel that the  wine producers should consider these findings when marketing to consumers. For  example, if a producer sells high-priced wines, it could be beneficial to  bypass using a visual sweetness scale on labels and instead use terminology,  such as \u201csemi-dry,\u201d on the label. On the other hand, it could be beneficial to  include a sweetness scale if the target market is novices or those looking for  cheaper, entry level wines. <\/p>\n<p>&nbsp;\u201cThere has been an  increase in competition for alcohol consumers as new products have emerged in  the last decade with such drinks as alcoholic seltzers, ciders and meads. Wine  sellers seek ways to communicate the marketable attributes of their wines by  multiple means in order to stimulate the trial and acceptance of their products  by more consumers,\u201d says Donna. <\/p>\n<p><strong>Anne Mattila,<\/strong> Professor  of Lodging Management at Penn State, also collaborated and coauthored this  research, according to the Article from Penn State. Read details <a href=\"https:\/\/hhd.psu.edu\/shm\/mps-in-hospitality-management?gad_source=1&amp;gclid=Cj0KCQjw4MSzBhC8ARIsAPFOuyXC9YfNRG1LEmO5t8fvzoj7F4t9al5MT7ETqykCLTICYYHsPkAeBoYaAnw7EALw_wcB\" target=\"_blank\" rel=\"noopener\"><font color=\"#990000\">here<\/font><\/a><\/p>\n<p><strong>Subhash Arora<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Posted: Tuesday, 18 June 2024 17:57 Study: Visual Sweetness on a Wine Label increases Buying Potential in Retail<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[82],"tags":[617,344,615,616],"class_list":["post-14846","post","type-post","status-publish","format-standard","hentry","category-other-headlines","tag-buying-potential-in-retail","tag-study","tag-visual-sweetness","tag-wine-label"],"featured_image_urls":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","slider-bg":"","card-grid":"","card-list":"","morenews-featured":"","morenews-large":"","morenews-medium":""},"author_info":{"display_name":"admin","author_link":"https:\/\/www.indianwineacademy.com\/articles\/author\/admin\/"},"category_info":"<a href=\"https:\/\/www.indianwineacademy.com\/articles\/category\/other-headlines\/\" rel=\"category tag\">Other Headlines<\/a>","tag_info":"Other Headlines","comment_count":"0","_links":{"self":[{"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/posts\/14846","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/comments?post=14846"}],"version-history":[{"count":25,"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/posts\/14846\/revisions"}],"predecessor-version":[{"id":14871,"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/posts\/14846\/revisions\/14871"}],"wp:attachment":[{"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/media?parent=14846"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/categories?post=14846"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.indianwineacademy.com\/articles\/wp-json\/wp\/v2\/tags?post=14846"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}