Packaging Attributes of Small-Format Wine Affecting Consumers' Purchase Decisions in Bangkok and Metropolitan

Abstract

This article aimed to: (1) examine the wine purchasing and consumption behaviors of consumers in Bangkok and its metropolitan area, and (2) analyze the packaging attributes of small-format wine that influence consumers' purchase decisions. This study employed a quantitative research approach. Data were collected through an online questionnaire from 300 consumers aged 20 years and above who resided in Bangkok and its metropolitan area and had purchased or consumed wine during the period from May 2025 to April 2026. The respondents were selected using purposive sampling. Data were analyzed using descriptive statistics and Conjoint Analysis. This study focused exclusively on packaging attributes and excluded price as a factor to avoid its influence on respondents' preference evaluations. The results indicated that most consumers purchased wine for personal consumption, bought wine less than once a month, preferred purchasing from supermarkets, and typically consumed wine during social gatherings. The Conjoint Analysis revealed that label style was the most important packaging attribute (32.18%), followed by bottle shape, package size, and closure type. The most preferred packaging combination consisted of a 375 ml bottle, Rhine bottle shape, Modern label style, and Screw Cap closure. The findings suggest that producers, importers, and wine businesses should prioritize label style and bottle shape when developing small-format wine packaging, as these attributes have the greatest influence on consumers' purchase decisions. Such improvements can better meet consumer preferences and enhance market competitiveness.