In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team....

In the ultra-high temperature (UHT) milk category, parent brands introduce line extensions as innovative product designs to address the competitiveness in the market. However, not knowing if consumers will purchase the product results in uncertainty for the product design and marketing team....

Purpose The aim of this study is to investigate, in the Turkish market, the elements on the front and back labels of wine bottles depicting the characteristics of the wines and their impact on the purchasing decisions of wine consumers in Turkey. Design/methodology/approach The questionnaire...