Consumer Perception of Wine Labels: A Case Study of Vitis Pezinok
Vanesa POSPÍŠILOVÁ – Petra SMETANOVÁ
https://doi.org/10.53465/CEECBE.2025.9788022552257.289-302
Abstract: Wine branding refers to the perception of a wine product and its name in the consumer’s mind. The main objective of this paper is to examine how customers perceive different wine labels from chosen winery Vitis Pezinok. The key method used in the paper is the method of enquiry, specifically a questionnaire and based on the survey results, we created a heat map of the label of the selected products. In the previous survey we found that consumers firstly notice the brand on labels. We compare the given results with the results of the current survey. Based on the findings, we formulate branding recommendations for winery. A key issue in the winery’s branding was the inconsistency of the Vitis Pezinok logo. Based on this, we recommend that the winery establish a unified and consistent brand identity that is easily recognizable to consumers. This paper will contribute to a better understanding of consumer behaviour in the area of wine consumption.
Keywords: Wine branding, Consumer perception, Wine labels, Heat map
JEL Classification codes: D12, M31, Q13
Fulltext: PDF
Published by: Vydavateľstvo EKONÓM, Bratislava University of Economics and Business
Year of publication: 2025
Online publication date: 16 May 2025
Copyright: Author/s of the paper
ISBN 978-80-225-5225-7
ISSN 2453-6113
Pages 289 – 302