Publicação
Message on a bottle: assessing the influence of text and image on consumer perception of wine labels
| Resumo: | Wine labels play a vital role in shaping consumer perceptions and influencing purchases. However, there is still uncertainty about their actual impact. This study investigates the relationship between label information and consumer reviews on Vivino, a renowned wine review platform. By analyzing a dataset of highly rated Portuguese wines, this research explores the content of wine labels and user generated reviews to uncover the influence of label information on consumer impressions. By leveraging text mining and image mining, this study identifies the predominant topics discussed in consumer reviews and examines the information in wine labels, investigating their overlap. The findings challenge existing assumptions, indicating a limited influence of wine labels on consumer reviews. Consumer reviews revolve around sensory characteristics, while descriptive and technical information from the label has a relatively minor impact on them. The distinct characteristics between the front and back labels are highlighted, emphasizing the importance of balancing consumer-oriented information and regulatory compliance. The findings have implications for wineries seeking to improve label designs and messages according to consumer preferences. Additionally, this research contributes to a better understanding of consumer behavior, highlighting the dynamic nature of preferences and the need for innovation in the wine industry. |
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| Autores principais: | Rocuant Fuentes, Camila Constanza |
| Assunto: | Consumer Reviews Image Mining LDA Text Mining Text Similarity Wine Labels SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Wine labels play a vital role in shaping consumer perceptions and influencing purchases. However, there is still uncertainty about their actual impact. This study investigates the relationship between label information and consumer reviews on Vivino, a renowned wine review platform. By analyzing a dataset of highly rated Portuguese wines, this research explores the content of wine labels and user generated reviews to uncover the influence of label information on consumer impressions. By leveraging text mining and image mining, this study identifies the predominant topics discussed in consumer reviews and examines the information in wine labels, investigating their overlap. The findings challenge existing assumptions, indicating a limited influence of wine labels on consumer reviews. Consumer reviews revolve around sensory characteristics, while descriptive and technical information from the label has a relatively minor impact on them. The distinct characteristics between the front and back labels are highlighted, emphasizing the importance of balancing consumer-oriented information and regulatory compliance. The findings have implications for wineries seeking to improve label designs and messages according to consumer preferences. Additionally, this research contributes to a better understanding of consumer behavior, highlighting the dynamic nature of preferences and the need for innovation in the wine industry. |
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