Order my wine!: eye tracking analysis of wine labelling at a national wine fair
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Abstract
In a saturated and hyper-communicated society, effective design is key to the success of a product. Neuroscientific tools at the service of advertising and marketing are effective instruments for predicting consumer behaviour. Considering this context and the great diversity of wines sold in the spanish wine market, the aim is to analyse the labelling of a selection of wine brands and bottles. The main objective of the research was to demonstrate to the wineries involved which areas of their labels on the bottles aroused the greatest interest or engagement with their target audience. The study employed a desktop eye tracker and it was carried out at the national wine fair (FENAVIN) held in Ciudad Real (Castilla La-Mancha) in 2019. The sample under analysis is comprised of sector specialists attending the fair. Findings revealed that the upper and central areas of the labelling were of greater interest, identifying the blind areas that were not attended by the sample. The study concludes that the degree of attractiveness and originality in label design are key determinants in consumer perception and selection processes.
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