摘要：This paper analyses the importance of several aspects that consumers in the Comunidad Valenciana （Spain） take into account when getting a wine bottle from a shelf. These aspects are： the designation of origin, the price, design and information on the label, design and information on the back label, the point of sale, the seller advice, friends and family recommendations. The information has been obtained through survey with 400 interviews throughout Comunidad Valenciana （Spain）. These interviews were based on asking a questionnaire with closed questions. It has been seen how the most valuated aspect is the designation of origin. The second aspect in the rank is friends and family Recommendations. Price is the third most valuated aspect. The less valuated aspects are the seller advice and the point of sale. The design and information of the label is more valuated than the design and information of the back label. Results seem to show how consumers want to reduce risk before buying a wine bottle looking for aspect that they can rely on. They give more importance to family and friends recommendations than to the seller advice.

摘要：近年来,随着商品零售业的快速发展,以及环保呼声的日益高涨,瓦楞展示架正逐步取代其他材质的POP(Point of purchase)展示架,在大中型超市、商场中得到普遍应用,并以其造型新颖独特、视觉冲击力强、便于仓储运输等优势,成为各大卖场一种重要的广告承载媒体和产品促销手段。特别是在节假日或重大活动期间,大卖场总会适时推出多种促销活动,并别出心裁地在人流较多的区域摆放各式各样的瓦楞展示架,营造热闹的卖场气氛,自然也能刺激消费者的购买欲。