Burgundy premium wines packaging influence on Business Master Degree students’ purchases in supermarket in Lyon (France)

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Girard, Marion
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MSc in Marketing
Dublin Business School
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The wine industry has seen some major changes over the last decades that force French producers to react. In today’s competitive market, French wineries have to adapt their offer to the changing demand, especially younger drinkers that are taking the wine industry by storm. Experts in the field especially point out the necessity to rethink wine packaging of the French offer. Currently out-dated, it is however one of the biggest factor influencing wine purchase in supermarket after the price. Thus, the purpose of this paper is to explore how wineries can marketed more efficiently their packaging to capture younger drinkers. To answer this complex issue that have been controversial by previous researchers, the research methodology undertaken is underpinned by a mixed methods research design composed by a survey, observation and interview. It aims to provide a comprehensive analysis of younger consumers expectations regarding wine packaging, from its design to its information content. Through the research, it has been found that younger drinkers are looking for moderated packaging, which ensures both aesthetic preference and quality. More, label information should be simplified to provide a clear description of the product and its consumption. Author keywords: Wine packaging, purchasing process, supermarket, younger wine drinkers, risk perceived, wine marketing