M. Thashneem Thaqseen Bhanu & V. Jaykumar
Abstract:
The purpose of the paper is to decipher cursory content study of Indian wine labels in relation to new world wine available in Indian wine markets, specific to Bangalore, which induces an impulse purchasing pattern based on the label design, colour and pictorial depictions for novice wine consumers in Bangalore, India. The decision to purchase a bottle of wine is often difficult for consumers. Influenced by levels of self-confidence, the decision to buy between competing characteristics of the wine products offered can affect the consumer’s decision behavior. Research has suggested that the front label conveys key information to consumers relating the benefits of purchasing a wine product (Barber, Nelson Ismail, Joseph; Taylor, D Christopher). Indian wines are retailed in multiple licensed outlets, competing with new world wines, across different formats, beginning from Government retail stores, wine boutiques, retail stores in shopping malls and counter beverage kiosks. In almost 75% of beverage retailing in India, it’s found that all Indian wines are retailed together along with imported label counterparts. As such, Indian wines and wine labels compete with the registered New World brands through catchy labels to be selected by discreet consumers. The millennial and experimental wine market in Bangalore is a large, but untapped important segment new to wine consumption. The study analyses, inspite of stringent and somewhat archaic wine licensing policies and coupled with a conservative bottled up cultural mind-set, New-world wine label designs appeal to millennial and novice consumers better, enhancing impulse buying more than Indian wines, through a unique on- your- face and somewhat hedonistic, label images that New World wines offer.The study concluded that new world wine labels were capable to create a wow factor, and enhance impulse buy, irrespective of the wine bottle content, to induce purchase and attracts different market segments rather than quality.The paper focuses on how Indian wine labels vis-a-vis to New World Wine label could enhance the buying awareness among novice wine consumers.
Keywords: Indian wines, New World wines, labels, impulse buying, novice consumers, informative wine labels