Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images
Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers’ minds, which is how wine consumers associate grape variety Shiraz/Syrah by the...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2017-01-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol18/iss4/5/ |
| _version_ | 1828805730009874432 |
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| author | Kyoung Sung Choi |
| author_facet | Kyoung Sung Choi |
| author_sort | Kyoung Sung Choi |
| collection | DOAJ |
| description | Little research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers’ minds, which is how wine consumers associate grape variety Shiraz/Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were ‘Dry’ and ‘Fruity’ across the three region of origins. For Barossa Shiraz, the unique images were mainly found in Aroma image category such as ‘Chocolate’, ‘Prune’, whereas for Rhone Syrah, the unique images were mainly revealed in Overall image category e.g. ‘Deep’, ‘Fascinating’. Additionally, this study confirmed that Maipo Valley is not recognizable region of origin of Shiraz/ Syrah. This study employed a free choice, Pick Any and conducted correspondence analysis to find out the degree of associations of sensory images and each region of origin. |
| first_indexed | 2024-12-12T07:59:34Z |
| format | Article |
| id | doaj.art-95a4ae5dffb84ca787cd8458058cfd86 |
| institution | Directory Open Access Journal |
| issn | 1598-7868 2765-6500 |
| language | English |
| last_indexed | 2024-12-12T07:59:34Z |
| publishDate | 2017-01-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj.art-95a4ae5dffb84ca787cd8458058cfd862022-12-22T00:32:12ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002017-01-011849912410.15830/amj.2017.18.4.99Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory ImagesKyoung Sung Choi0 Department of Food service Management, College of Hospitality & Tourism Management, Sejong UniversityLittle research on sensory study has been conducted from a marketing perspective and most of sensory studies have been done from a science perspective. Thus, this study examined wine sensory perceptions in the consumers’ minds, which is how wine consumers associate grape variety Shiraz/Syrah by the three different region of origins with specific sensory images. Total 234 questionnaires were collected from online wine community members at restaurants in Korea. The main results show that the most two shared sensory images of Shiraz/ Syrah were ‘Dry’ and ‘Fruity’ across the three region of origins. For Barossa Shiraz, the unique images were mainly found in Aroma image category such as ‘Chocolate’, ‘Prune’, whereas for Rhone Syrah, the unique images were mainly revealed in Overall image category e.g. ‘Deep’, ‘Fascinating’. Additionally, this study confirmed that Maipo Valley is not recognizable region of origin of Shiraz/ Syrah. This study employed a free choice, Pick Any and conducted correspondence analysis to find out the degree of associations of sensory images and each region of origin.https://amj.kma.re.kr/journal/vol18/iss4/5/correspondence analysissensory imageregion of originpick any |
| spellingShingle | Kyoung Sung Choi Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images Asia Marketing Journal correspondence analysis sensory image region of origin pick any |
| title | Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images |
| title_full | Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images |
| title_fullStr | Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images |
| title_full_unstemmed | Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images |
| title_short | Shiraz Vs Syrah Crafting Advertising Campaign, using Sensory Images |
| title_sort | shiraz vs syrah crafting advertising campaign using sensory images |
| topic | correspondence analysis sensory image region of origin pick any |
| url | https://amj.kma.re.kr/journal/vol18/iss4/5/ |
| work_keys_str_mv | AT kyoungsungchoi shirazvssyrahcraftingadvertisingcampaignusingsensoryimages |