The structure of consumer decision-making and sensory innovations in wine labeling

  • Ramo Barrena Public University of Navarre, Dept. Business Administration, Campus Arrosadia s/n, 31006 Pamplona
  • Teresa García Public University of Navarre, Dept. Business Administration, Campus Arrosadia s/n, 31006 Pamplona
  • Emilio Pindado Technical University of Madrid, ETSIAAB, Dept. Agricultural Economics, Statistic and Business Management, Ciudad Universitaria s/n, 28040 Madrid


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.


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How to Cite
BarrenaR., GarcíaT., & PindadoE. (2021). The structure of consumer decision-making and sensory innovations in wine labeling. Spanish Journal of Agricultural Research, 19(4), e0111.
Agricultural economics