Représentations sociales et applications dans le champ du marketing du vin
Social representations and implications in the field of wine marketing

Summary/Abstract: The aim of this article is to present the example of an intervention in the field of wine marketing, based on the theoretical and methodological framework of social representations. Following this aim, we particularly focused on the contribution of this approach concerning consumers' expectancies toward rose wine packaging. Thus, firstly we noted that expectancies toward rose wine packaging are based on specific features that determine the purchase decision. Secondly, we observed that the improvements realized on the packaging of a given product on the basis of this information led to a significant increase of the purchase intentions and the estimated quality of the product.

• Details
• Contents