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L?effetto del packaging sulle percezioni di qualit? del prodotto nel mercato vinicolo

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  • Giulia Cancellieri

Abstract

Il packaging si ? evoluto nel tempo da semplice contenitore a strumento chiave della comunicazione di marketing. Se la letteratura, da un lato, ha approfondito l?effetto del packaging sulle associazioni mentali che influenzano le scelte dei consumatori, d?altro lato non ha ancora chiarito se tale effetto si estenda alla sfera sensoriale traducendosi in distorsioni percettive capaci di influenzare anche le valutazioni dei consumatori. Questo studio si concentra sulle percezioni di qualit? da parte dei consumatori in funzione del packaging utilizzato per confezionare il vino, separando l?effetto del contenitore dal contenuto. I risultati di uno studio sperimentale mostrano come diversi tipi di packaging inducano differenti percezioni di qualit? perfino riguardo lo stesso prodotto.

Suggested Citation

  • Giulia Cancellieri, 2015. "L?effetto del packaging sulle percezioni di qualit? del prodotto nel mercato vinicolo," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(3), pages 61-82.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-003004
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    References listed on IDEAS

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