García López de Meneses, Teresa

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García López de Meneses

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Teresa

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Gestión de Empresas

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IS-FOOD. Research Institute on Innovation & Sustainable Development in Food Chain

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  • PublicationOpen Access
    The structure of consumer decision-making and sensory innovations in wine labeling
    (Instituto Nacional de Investigación y Tecnología Agraria y Alimentaria (INIA), 2021) Barrena Figueroa, Ramo; García López de Meneses, Teresa; Pindado Tapia, Emilio; Gestión de Empresas; Enpresen Kudeaketa
    Aim of study: To understand how a consumer’s decision-making process on wine choice varies when faced with labels introducing either a scratch-and-sniff strip or a Thermo-sensitive indicator as a novelty. Area of study: Navarre (Spain). Material and methods: This study applies the laddering survey method based on means-end chain theory to link product attributes to consumption benefits and values pursued. Main results: In the context of these sensory innovations in labeling, the brand name of a product ceases to be of importance in this sector, with the new label becoming the relevant issue, associated with quality and aspects related to social wine consumption. In addition to this, these innovations make the decision-making process more complex by including more aspects of consumers’ personalities. Research highlights: For innovative labeling introducing sensory cues, the complexity of consumers’ selection process increases, the wine brand loses importance and the label design gains importance as a signal of quality. Labeling innovations could be a great opportunity for wine companies with low marketplace positioning to improve their position and obtain better results in a highly competitive market.