Influence of wine colour on consumer behaviour

Abstract

The paper titled ‘Influence of wine colour on consumer behaviour’ first addresses a theory that seeks to familiarise the reader with wine as a product. The reader will look at wine throughout history, learn about the way wine is made, the types of wine and how it is paired with food. The process of making a decision to buy wine will also be thoroughly considered. This is followed by an introduction to the colour of the wine itself, which is its most recognisable feature. By observing the colour of the wine, many factors can be discovered, such as grape variety, its youth or age, its origin, and the mode of vinification. The subject of this thesis is to determine consumer’s perceptions of wine, their preferences, and their purchasing and consumption behaviours.