Thesis (MComm)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: In an ever-increasing wme market in which the decision to purchase becomes increasingly
complicated for the consumer of wine because of the greater variety of wines that are available
on the shelves of wine shops, wine producers and marketers are compelled to differentiate their
product from the rest of the products. This can be done by finding more and better ways of
providing the consumer with correct information to support the decision to purchase. Such
information should support the consumer in the place where the decision to purchase must be
made, namely at the shop shelf. This is where the packaging, which includes the label, is the
main source of information. Correct information is a relative concept and the aim of this study
was to determine what the consumer regarded as the most important information on the back
label of a bottle of wine.
A questionnaire was compiled to collect such information and was distributed in the Boland
region. Wine consumers who also are buyers of wine were asked to complete the questionnaires.
The results of the study indicated that, although twenty options with regard to information, which
were presented in the questionnaires, were all regarded as important, eight of these options were
clearly given a greater degree of preference.
The challenge presented to the winemaker and marketer is to exercise a selective choice with
regard to the information to be accommodated in the limited area of the back label on a wine
bottle to thereby adequately meet the consumer's need for information relevant to the particular
wine / AFRIKAANSE OPSOMMING: In 'n steeds groeiende wynmark waar die koopbesluit vir die wynverbruiker steeds meer
ingewikkeld raak as gevolg van die groter verskeidenheid wyne beskikbaar op die winkelrak, is
die wynprodusent en -bemarker geforseer om sy produk van die res te differensieer. Dit kan
gedoen word deur meer en beter metodes te vind om die verbruiker te voorsien van korrekte
inligting om sodoende sy koopbesluit te ondersteun. Hierdie inligting moet die koper ondersteun
waar hy die koopbesluit neem, naamlik by die winkelrak, dit is wanneer hy daar is dat die
verpakking, wat die etiket insluit, die hoof inligtingsbron is. Korrekte inligting is 'n relatiewe
begrip en die doel van hierdie studie was om te bepaal wat die verbruiker as die belangrikste
inligting op 'n wyn rugetiket beskou.
'n Vraelys is opgestel om sodanige inligting te versamel en is in die Boland area versprei.
Wynverbruikers wat ook self wyn aankoop, is versoek om die vraelyste te voltooi. Die resultate
van die studie het daarop gedui dat, alhoewel al twintig inligtingsopsies in die vraelys as
belangrik beskou was, daar duidelik agt opsies was wat voorkeur geniet het.
Die uitdaging aan die wynmaker en -bemarker is om die selektiewe keuse te maak ten opsigte
van watter van hierdie informasie hul op die beperkte ruimte van 'n wyn rugetiket sal kan
akkomodeer om sodoende ook aan die verbruiker se inligitingsbehoeftes te voorsien, met
inagname van beskikbare inligting rakende die betrokke wyn.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/53468 |
| Date | 03 1900 |
| Creators | De Klerk, Annalize |
| Contributors | Du Toit, J. B., Stellenbosch University. Faculty of Economic & Management Sciences. Dept. of Business Management. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | English |
| Type | Thesis |
| Format | 54 p. |
| Rights | Stellenbosch University |
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