Measuring the Impact of Packaging in Wine, a Neuromarketing Study

Daniel Serrano Agudelo

Magdalena Lomello

Ana Mengual Recuerda

David Juárez Varón

The wine sector is of extraordinary relevance in Spain, not only from an economic or environmental point of view, but also from a social and cultural point of view. In this research work for Gil Family Estates (a Spanish company in the wine sector), results of a market study with three approaches will be presented: Neuromarketing, qualitative and quantitative. The main objective of this research is based on the knowledge and understanding of what factors influence when tasting a wine depending on the type of bottle and, as a second part, analyze what type of labels are more attractive to consumers. In this way we will determine the disposition that people will have when buying Gil Family Estates wines. Through the use of neuromarketing techniques – galvanic skin response to record emotional arousal, eye tracking to identify where consumers are looking, and electroencephalography to interpret emotional reactions – combined with the qualitative research technique (in-depth interviews with all consumers), we will be able to know the natural and suggested memories. With this study, two variations of the Gil Family Estates (Amona) wine will be verified in terms of packaging perception and taste. In addition, it will be verified how successful or not the change of the labels of two other wines from the winery, Tridente and Atteca has been. The results indicate a favorable response to the changes made by the brand to improve its aesthetics and also, on the other hand, important knowledge regarding the comparison of one of its wines against another of the competition.

This publication uses ECG, Eye Tracking and GSR which is fully integrated into iMotions Lab

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