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Type: Journal article
Title: Consumer acceptance of synthetic corks
Author: Murray, Warwick
Lockshin, Larry
Citation: International Journal of Wine Marketing, 1997; 9(1):31-52
Issue Date: 1997
ISSN: 0954-7541
School/Discipline: School of Agriculture, Food and Wine : Agri-Food and Wine Business
School of Agriculture, Food and Wine
Statement of
Warwick Murray and Lawrence S. Lockshin
Abstract: Problems with corks are a major issue in the wine industry. The key problem has been the lack of consumer acceptance of alternative closures. This research used an interview and survey approach with 200 wine shoppers in Australia to determine: 1) consumer perceptions of cork problems; 2) acceptance of a synthetic cork with no information provided; and 3) acceptance of a synthetic cork after providing information concerning cork problems and solutions. Consumers who purchased more than one bottle of wine per week had the most problems with corks, but 75% of all consumers interviewed had experienced some problems in the last 12 months. The provision of information was key in gaining consumer acceptance of the synthetic corks. Measures of which attributes of the synthetic corks attracted consumers is also provided along with recommendations for introducing these closures into the marketplace.
Rights: © 1997 MCB UP Ltd
DOI: 10.1108/eb008666
Appears in Collections:Agriculture, Food and Wine publications

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