| Title: | Impact of the label on the purchasing decision process of female Chinese consumers : case, Slovenian wine label |
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| Authors: | ID Ma, Yue (Author)
ID Sila, Iztok (Mentor) More about this mentor...  |
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| Files: |  Yue_Ma.pdf (1,52 MB)
MD5: 62D726664E0566024F2F57356A7BEC86
 http://repozitorij.ung.si/IzpisGradiva.php?id=5977
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| Language: | English |
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| Work type: | Bachelor thesis/paper |
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| Typology: | 2.11 - Undergraduate Thesis |
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| Organization: | VŠVV - College of Viticulture and Enology
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| Abstract: | The packaging is often a way of product communicating with its' consumer. Nowadays there are tons of different styles and ways to label the product to attract new customers. For every market, there is a certain way of packaging and developing a brand of the products due to the difference of the culture, lifestyle and habits. Our work aimed to determine the preferences of Chinese female consumers on various styles of Slovenian wine labels. Slovenian wines are still a rare guest on the shelves of the Chinese market. Thus, this research work gives us an opportunity of finding the best way of entering the market with a product from an unknown wine-producing country for the public and establish the brand. Due to the lack of information in this particular section, we have conducted an online survey to collect more precise data. Therefore, within the questionnaire we have used 5 wine labels from different Slovenian wine cellars with completely diversified design and styles, to compare customer's preferences. With the obtained online questionnaire it can be concluded that Chinese female consumers are most attracted to the whole package of the wine design from the wine's glass bottle, to its' shape as well as certain color preferences of the wine labels. |
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| Keywords: | packaging, wine label, brand, Slovenian wine label, Chinese market, Chinese female consumers |
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| Place of publishing: | Nova Gorica |
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| Place of performance: | Nova Gorica |
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| Publisher: | [M. Yue] |
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| Year of publishing: | 2021 |
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| Year of performance: | 2021 |
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| Number of pages: | XII, 41 str. |
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| PID: | 20.500.12556/RUNG-5977 |
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| COBISS.SI-ID: | 55168515 |
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| UDC: | 634.8+663.2 |
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| NUK URN: | URN:SI:UNG:REP:M8DMQD0T |
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| Publication date in RUNG: | 15.03.2021 |
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| Views: | 4207 |
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| Downloads: | 184 |
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| Metadata: |    |
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