- Title
- Examining wine consumer attention: An empirics-first research approach
- Creator
- Dupuis, Irma; Carlson, Jamie; Toohey, Lisa; Bucher, Tamara
- Relation
- Australian & New Zealand Marketing Academy 2023 Conference (ANZMAC). ANZMAC 2023: Marketing for Good (Dunedin, NZ 4-6 December, 2023) p. 344-346
- Relation
- https://anzmac.org/conferences/
- Publisher
- ANZMAC
- Resource Type
- conference paper
- Date
- 2023
- Description
- Introduction and Research Aim: The global wine market generated over 340 billion USD in revenue in 2022; however the market is changing with greater interest in e-commerce and ethical/ sustainable production (Statista, n.d.). By offering a seamless omnichannel experience with branded content to consumers, wine brands seek to effectively engage with the emergent sustainability-conscious Generation Z consumer (Euromonitor, 2023; NielsenIQ and Fernandes, 2023). Simultaneously, increasingly stringent labelling regulations are pushing producers to adopt connected packaging solutions (Staub et al., 2022). As a result, mastering connected packaging has become crucial for wine brands to comply with regulatory bodies whilst offering engaging information and brand storytelling to retain consumers’ fleeting attention. However, research on connected packaging applicable to the wine consumer context remains scarce, with little managerial guidance available to producers looking to adopt these consumer-facing technologies. Simultaneously, the uptake of connected packaging presents an opportunity for researchers to employ innovative methodologies to study wine consumer attention when they do not feel as directly observed. In the spirit of the empirics-first tradition (Golder et al., 2023), we leverage in-market industry data to address the aims of this study and uncover new actionable insights with real-world relevance: 1) To understand how wine consumers attention can be measured to shape the design of connected packaging to guide marketing decisions surrounding the adoption of connected packaging. 2) To refine a cost-effective method to enable researchers to observe consumer online attention that can be applied to numerous contexts while mitigating observation bias.
- Subject
- global wine market; wine consumers; marketing; researchers
- Identifier
- http://hdl.handle.net/1959.13/1520599
- Identifier
- uon:57502
- Identifier
- ISSN:1447-3275
- Language
- eng
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