UniSA wine expert measures a bottle’s successJuly 10 2012
The average consumer takes only forty seconds to pick a bottle of wine off the shelf. But what goes into making that decision?
Professor Larry Lockshin, Head of the School of Marketing at the University of South Australia, will take a look inside the mind of the wine drinker during his upcoming Knowledge Works lecture ‘Research into wine packaging with a few detours - How do consumers buy wine?’ being held at UniSA on July 17.
Head of the Wine Marketing Group at the Ehrenberg Bass Institute of Marketing Science, Prof Lockshin will consider the range of wine drinking behaviours and what influences the selection of one bottle of wine over another.
“Sixty per cent of Australian adults drink wine at least once per year. More than half of these will drink wine about once per week,” he says.
“Wine connoisseurs will tell you that choosing a wine to purchase is a process of careful consideration of a number of elements including; the grape, the vintage, the price, the origin, the cuisine you will pair it with and more.
“But the reality is that except for some highly involved wine drinkers who enjoy the search process, many wine consumers are overwhelmed by the number of wines available to them in a retail store.
“Most wine buyers want to make a quick decision - most purchases take less than 40 seconds. People are in and out of the store in a few minutes.”
Prof Lockshin, who has worked in the wine industry for more than 20 years, will share his expertise in the science behind choosing the perfect drop.
The lecture will highlight Prof Lockshin’s current research, which identifies the blend of elements that come together to aid a consumer’s decision making process in an overwhelming wine market.
“Most people would think that the taste of the wine is the most important factor, but taste is relative and highly influenced by many other factors,” Prof Lockshin says.
“Measurement in marketing is a complex process. Merely asking people what is important or what they would do ‘if’, does not predict behaviour very well. We have to use indirect methods to measure and understand the influences of various factors on wine choice.
“We’re using a lot of cool market research tools, such as simulated wine shelves online to measure and predict responses to packaging. We can even use basic physiological sensors in the lab, like measuring facial movements to ‘see’ subconscious reactions to marketing messages.
“Understanding what goes on, or what does not go on, in people’s minds during purchase is important when designing effective packaging. Most purchase choices do not involve a lot of cognitive processing, but subconscious factors, like colour preferences, can influence choice without our conscious apprehension of it happening.”
Part of UniSA’s Knowledge Works public lectures series, the lecture will be held on Tuesday July 17 at 6:00pm at the Bradley Forum, Level 5, Hawke Building at UniSA’s City West campus. To register for Prof Lockshin’s lecture and to subscribe to the Knowledge Works lecture series go to the website.
Contact for Interview
Professor Larry Lockshin office (08) 8302 0261 mobile 0417 891 732
Rosanna Galvin office (08) 8302 0578 email email@example.com
The perils of public wi-fi, battery technology now adding up, why the environment is good for business, and storyte… https://t.co/jmpKNevmci
RT @marioneckert5: RBRC leading the way in reporting burnout in the nursing & midwifery workforce in SA. Taking a personal & professional t…
Areas of study and research
- Health Research
- Alliance for Research in Exercise, Nutrition and Activity (ARENA)
- Centre for Cancer Biology
- Centre for Drug Discovery and Development
- Centre for Population Health Research
- Centre of Research Excellence for the Prevention of Chronic Conditions in Rural and Remote High Risk Populations
- International Centre for Allied Health Evidence
- Medicine and Device Surveillance CRE
- Quality Use of Medicines and Pharmacy Research Centre
and Social Sciences
- Art, Architecture and Design
- Communication, International Studies and Languages
- Psychology, Social Work and Social Policy
- Hawke Research Institute
- Asia Pacific Centre for Work Health and Safety
- Australian Centre for Child Protection
- Barbara Hardy Institute
- Centre for Research in Education
- Hawke EU Jean Monnet Centre of Excellence
- Centre for Islamic Thought and Education
- International Centre for Muslim and non-Muslim Understanding
- Research Centre for Languages and Cultures
- Zero Waste SA Research Centre for Sustainable Design and Behaviour (sd+b)
IT, Engineering and
- Future Industries Institute
- UniSA College