Purpose

The purpose of this research paper was to examine difficulties that consumers have when choosing wine in a restaurant and whether structuring a wine list according to taste rather than origin facilitates decision-making.

Design/methodology/approach

The authors conducted two online studies in Switzerland to assess whether a wine list organized according to wine style categories, such as fresh and dry or bold and fruity, reduces consumers’ perceived difficulty of choice compared to a traditional origin-grouped wine list and which wine list consumers prefer. In the first study (N = 577), participants received either an origin- or a style-grouped wine list. In the second study (N = 276), participants received and evaluated both wine lists.

Findings

In Study 1, participants with the style-grouped wine list had a longer decision time, but perceived difficulty of choosing a wine was the same as that for the origin-grouped wine list. Study 2 revealed that participants strongly preferred either the origin- or style-grouped wine list. Overall, more than half the participants preferred the style-grouped wine list, indicating that many consumers may appreciate wine lists organized according to wine style.

Practical implications

The findings underscore that restaurants should recognize customer preferences for wine list structures, which may influence customer satisfaction.

Originality/value

This paper assesses consumer perceptions of different wine list structures and how these affect consumers’ selection of a wine in a restaurant.

中文翻译：

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重新思考酒单：餐厅顾客根据酒的风格列出葡萄酒的偏好

目的

这篇研究论文的目的是研究消费者在餐厅选择葡萄酒时遇到的困难，以及根据口味而不是产地来构建酒单是否有助于决策。

设计/方法/方法

作者在瑞士进行了两项在线研究，以评估根据葡萄酒风格分类的葡萄酒单，例如新鲜干爽或浓郁果味，与传统的原产地分组葡萄酒单相比，是否降低了消费者的选择难度，以及哪种葡萄酒列出消费者喜欢的。在第一项研究 ( N = 577) 中，参与者收到了一份原产地或风格分组的酒单。在第二项研究（N = 276）中，参与者收到并评估了两个酒单。

发现

在研究 1 中，按风格分组的酒单的参与者有较长的决策时间，但感知到的选择葡萄酒的难度与按产地分组的酒单相同。研究 2 显示，参与者强烈偏爱按原产地或风格分组的酒单。总体而言，超过半数的参与者更喜欢按风格分组的酒单，这表明许多消费者可能会喜欢按风格分组的酒单。

实际影响

调查结果强调，餐厅应认识到客户对酒单结构的偏好，这可能会影响客户满意度。

原创性/价值

本文评估了消费者对不同酒单结构的看法，以及这些结构如何影响消费者在餐厅选择葡萄酒。