Branding and labelling have the most impact on consumers’ buying decisions, followed by blind tasting, concludes a study that used wine tasting as a model to determine the relative influence of different cues on purchasing intent.

When a consumer is making up their mind whether or not to buy a product they are not guided by its taste alone. A number of extrinsic factors also vie for their attention, such as awareness of the brand, labelling, price and origin. For a marketer, it is vital to understand how the different triggers can lead target consumers towards the checkout.

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Jess Halliday, AP-Food Technology, 29 July 2010