Research Outputs

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Now showing 1 - 6 of 6
  • Publication
    Österreichischer Weinwirtschaftsbericht 2020
    Basierend auf den Ergebnissen einer Online Befragung analysierte das Department Wirtschaft der Fachhochschule Burgenland erstmals die Einschätzung von 266 österreichischen Weinbaubetrieben zur aktuellen Lage und Tendenzen in der Weinbranche. Vor allem konnte man damit die Auswirkungen der Corona Pandemie und die damit verbundenen Herausforderungen für Weinbaubetriebe sichtbar machen. An der Befragung haben 148 Betriebe aus Niederösterreich, 73 aus dem Burgenland, 37 aus der Steiermark, 5 Betriebe aus Wien und weitere zwei aus den restlichen Bundesländern teilgenommen.Absatzpotenzial im Online Vertrieb/Verkauf von Wein84% der Betriebe verkaufen ihre Weine direkt über die Gastronomie an den Weinkonsumenten -nach dem Ab-Hof-Verkauf (97%) die wichtigste Verkaufsschiene. Diese starke Abhängigkeit von der Vertriebsschiene Gastronomie wirkt sich während des COVID-19 Lockdownsbesonders stark auf die Absatzmöglichkeiten der Weinhersteller aus. 42% des Absatzes wird nach wie vor über den Ab-Hof Verkauf getätigt. Der Ab-Hof Verkauf stellt somit die wichtigste Vertriebsschiene für die befragten Weinbaubetriebe dar. Gerade aber der Absatz über diese Vertriebsschiene war zu Zeiten des Lockdownsebenso unterbunden wie der Weinabsatz über die Gastronomie.Beide Vertriebsschienen werden vom Großteil der Winzer aber noch nicht voll ausgeschöpft (oder wie im Falle des LEHs können nicht genutzt werden): 45% der befragten Weinhersteller setzen keine Menge über den Online Handel ab und nur 5% der Absatzmenge kommt über den LEH zum Endkonsumenten –eine Vertriebsschiene, die von österreichischen Weinkonsumenten in den letzten Jahren verstärkt wahrgenommen wird.Stabile Absatzpreise und höherer LagerbestandDie Geschäftslage und damit einhergehend die Absatzmenge wurden für das erste Halbjahr 2020 von mehr als 60% der Betriebe als schlechter eingestuft als im Vorjahreszeitraum. Interessant stellt sich aber die Tatsache dar, dass dies –nach Einschätzungen der befragten Betriebe –sich kaum auf die Preislage auswirken wird. 65% der teilnehmenden Weinhersteller schätzen die Absatzpreise mit als „saisonüblich“ ein, erwartet wird aber dafür auch von mehr als 50% aller Betriebe ein höherer Lagerstand als im Vergleichszeitraum des ersten Halbjahres.
      211  665
  • 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.
      142  1Scopus© Citations 63
  • Publication
    Die Lehre qualitativer Marktforschung eine multiperspektivische Evaluierung didaktischer Erfahrungen
    The principal goal of teaching qualitative market research in a business degree programme at a university of applied sciences is to provide students with methodological skills that prove applicable in practice and are, at the same time, compliant with prevailing standards of academic research. Creating an appropriate curriculum that includes the methods of conducting expert interviews and carrying out focus groups poses challenges to instructors and students, both full-time and part-time. Designed as a "research workshop," the course we designed turned out to be most effective for teaching future graduates of business administration how to use relevant and practical qualitative market research methods. Students had to implement independently both research techniques 1. within their group and 2. in teams. They were thereby enabled to draw on synergies with respect to the recruitment of interview partners, implementation of analysis methods, and the visualization of results. At the same time, they gathered experiences in the triangulation of methods and data. Concurrently, a critical examination of quality criteria in the field of qualitative market research—as opposed to commonly used quantitative approaches—was ensured. Referring to the organization and communication efforts required by instructors and students, the integration of blended learning in this project-oriented course design made the implementation of this programme highly complex. The experiences reported here provide a solid basis for future programs that intend to teach qualitative market research techniques to prospective graduates of business administration in a blended learning framework.
      505  4055Scopus© Citations 3
  • 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.
      166  1Scopus© Citations 12