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Brand perceptions on the adoption of plastic bottles in the South African wine industry: a qualitative study

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dc.contributor.author Steenkamp, N
dc.date.accessioned 2017-05-12T14:32:20Z
dc.date.available 2017-05-12T14:32:20Z
dc.date.issued 2016
dc.identifier.uri http://hdl.handle.net/11622/158
dc.description.abstract The aim of this research study was to gain a better understanding of the perception of the consumer and the winemaker regarding the concept of the use of polyethylene terephthalate (PET) bottles in the wine industry. Conducting research on this study was considered essential as the consumer and winemaker are struggling to adopt to the PET concept , notwithstanding the fact that PET bottles offers multiple benefits such as being lightweight and being environmentally friendly. The research for this study was conducted through interviews with winemakers’ and surveys completed by consumers with regard to their perceptions regarding the adoption of the PET concept. The most significant results that stood out from this research study were the perception that wine in PET bottles is considered cheap as well as the traditional factor indicating that wine should only be produced in a glass bottle to reflect the quality of the wine. The conclusion of this study is that neither the winemaker nor the consumer is yet ready to adopt to the use of wine in PET bottles. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Wine industry en_US
dc.subject Consumer behaviour en_US
dc.subject Consumer preference en_US
dc.subject Brand perceptions en_US
dc.title Brand perceptions on the adoption of plastic bottles in the South African wine industry: a qualitative study en_US
dc.type Other en_US


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