How to capture a wine consumer in under 40 seconds: public lecture

Wednesday, 11 July, 2012

The average consumer takes only 40 seconds to choose a bottle of wine off the shelf. But how do they decide what to choose?

At the upcoming UniSA Knowledge Works lecture, Research into wine packaging with a few detours - how do consumers buy wine?, Professor Larry Lockshin will discuss what influences consumers to select one bottle of wine over another.

“Wine connoisseurs will tell you that choosing a wine to purchase is a process of careful consideration of a number of elements including the grape, the vintage, the price, the origin, the cuisine you will pair it with and more,” said Lockshin, who is the Head of the School of Marketing at the University of South Australia.

“But the reality is that except for some highly involved wine drinkers who enjoy the search process, many wine consumers are overwhelmed by the number of wines available to them in a retail store.”

Professor Lockshin’s lecture will highlight his current research as Head of the Wine Marketing Group at the Ehrenberg-Bass Institute of Marketing Science, which identifies the elements in a consumer’s decision-making process in an overwhelming wine market.

“We’re using a lot of cool market research tools, such as simulated wine shelves online to measure and predict responses to packaging,” Lockshin said. “We can even use basic physiological sensors in the lab, like measuring facial movements to ‘see’ subconscious reactions to marketing messages.

“Understanding what goes on, or what does not go on, in people’s minds during purchase is important when designing effective packaging. Most purchase choices do not involve a lot of cognitive processing, but subconscious factors, like colour preferences, can influence choice without our conscious apprehension of it happening.”

The lecture - part of UniSA’s Knowledge Works public lecture series - will be held on Tuesday 17 July at 6 pm. It has proved so popular that registration has closed as capacity has been reached, but a vodcast of the lecture will be available to download from the UniSA website shortly after the lecture.

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