Can Medals & Award Stickers influence consumers when buying wine?

Rojita Tewari responds with an unqualified ‘Yes!’

In recent years, the wine market in India has experienced significant growth and transformation. The modern retail format has expanded it further by offering endless options, which are sometimes intimidating for the new wine drinker in India. Can selecting a wine be made easier by talking more about it if the wines have medals and award stickers? Let’s look at this closely. Inside a retail shop, a wine buyer is looking for a good value-for-money wine but is unable to make a choice owing to the sheer number of options available. The shopkeeper offers a wine with a medal on the bottle, and one without it. Which one will the buyer choose and why?

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