Research Outputs

2016 2016 2015 2015 2014 2014 0.0 0.0 0.2 0.2 0.4 0.4 0.6 0.6 0.8 0.8 1.0 1.0
Now showing 1 - 2 of 2
  • Publication
    Wine labels in Austrian food retail stores: A semiotic analysis of multimodal red wine labels
    (Walter de Gruyter, 2014) ;
    From a marketing point of view, front labels play a crucial role in the consumers’ relatively quick decision-making process when buying wine in retail stores. The aim of this paper was to reveal which semiotic code systems, in particular, colors, visual representations, and designs, as well as verbal representations, Austrian wine producers use on the front labels of their red wine bottles. For that purpose, the method of content analysis was applied on a representative corpus of red wine labels. Our empirical study showed that the wine labels analyzed especially appeal to price sensitive customers through the employment of light colors. In addition, wine producers do not seem to apply the “visual-to-taste lexicon” as the labels rarely show the color “red.” Furthermore, in a large number of cases the wine producers use their family names as brand names of their wines. Moreover, both the depiction of crests and landscapes and the application of indexical brand names, emphasize the Austrian origin of wines. Finally, the extensive use of English brand names appears to connect wines to the social stereotypes of modernity, prestige, and progress.
      162  1Scopus© Citations 12
  • Publication
    Sensory expectations generated by colours of red wine labels
    (Elsevier, 2016-10-17) ; ;
    Kpossa, Monyédodo Régis 
    Since there is usually no sales assistance available in supermarkets, wine labels represent the pivotal source of information for consumers at the point of purchase. In particular, it is the colour of the label which largely influences consumers’ wine choice. The purpose of our study was to reveal customers’ sensory expectations in relation to the flavour of red wines based on their label colours. Moreover, our goal was to examine whether there are any differences in the consumers’ expectations according to their frequency of wine purchase and gender. A survey was carried out among respondents who were intercepted in the wine aisles of two stores of an Austrian supermarket chain. The results indicate that label colours have a strong influence on flavour expectations. While, for example, red and black are most likely to create tangy flavour expectations, red and orange are most associated with fruity and flowery flavours. In addition, it appears that frequent buyers have stronger expectations than infrequent buyers with respect to most of the colours analysed. Finally, the customers’ gender seems to have little influence on flavour expectations. The results may be considered by wine producers in their label design to create sensory expectations in accordance with the actual flavour of their wine and, hence, avoid any disconfirmation of consumers’ expectations when they taste the wine. This is of particular importance when wine is sold in retail stores and consumers cannot rely on their taste experience prior to their purchase.
      141  1Scopus© Citations 61