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Application of usability concepts in wine marketing a multidisciplinary review

Published in Scientific Papers. Series "AgroLife Journal", Vol. 4 ISSUE 1
Written by Catalina CHIVU-DRAGHIA, Arina Oana ANTOCE

Various studies have shown that the wine consumption decline in young generation could be influenced by the perception of wine as intimidating and difficult to understand, and by the lack of adaptability of the product’s communication strategy and packaging design to their lifestyle. Information available on the packaging is often complex and confusing for novice wine consumers and sometimes even irrelevant in regards to the intrinsic characteristics of the product. Furthermore, wine is seen by young adult consumers as old fashion, formal and mostly not associated with their relaxed attitude and “on the move” lifestyle. The objective of this paper is to analyse the usability key principles and heuristic and their applicability in wine marketing as a mean to improve the perception and increase understanding of wine for the young and/or novice consumers. The paper aims to review the existing knowledge and findings about the concept of usability (with special emphasis on Usability Engineering and Human Computer Interaction (HCI)), in order to explore the aspects applicable in wine marketing. The usability concept proves useful in wine marketing to simplify the decision process, to make the meeting with the product less intimidating and more engaging, and to decrease the risk perception for the inexperienced wine consumers.

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