Journal of Wine Economics · 2008 · 80 citations · 75 references
AgricultureFood ScienceMarketingConsumer BehaviorSensory EvaluationWine ChemistryConsumer Preference TestingSensory AnalysisSensory Evaluation Of WineSensory Impact On WineTaste EvaluationWine Quality AssessmentAttributesConsumer Preference AssessmentConsumer Taste TestingConsumer Wine PreferenceQuality AssessmentSensory Quality Of WinesTaste Perception In WineWine Consumer Behavior
The study examined how price and country of origin influence consumer wine quality ratings when intrinsic attributes are perceived. A 3×3×3 fractional factorial conjoint design with 263 participants tested Chardonnay wines varying by country of origin, price, and acid level. Price and country of origin were found to be more influential than taste, and consumers continued to rely heavily on these extrinsic cues even when intrinsic attributes were fully perceived. JEL Classification: Q11, D12, M31.
Abstract The purpose of the study was to investigate the respective influences of price and country of origin as extrinsic cues on consumer evaluations of wine quality when all intrinsic cues are experienced through sensory perception. Taste testing experiments were conducted (N = 263) using Chardonnay as the test product in a 3 (country of origin, COO) × 3 (price) × 3 (acid level) conjoint analysis fractional factorial design. Price and COO were both found to be more important contributors to perception of wine quality than taste. Reliance on extrinsic cues was found to remain extremely robust even when all intrinsic cues were available through sensory experience for respondent evaluation. The research demonstrated that even when evaluating a product through consumption, consumer belief in the price/value schema dominates quality assessment. These findings mean that marketers cannot assume that intrinsic product attributes, even when experienced, will be weighted and interpreted accurately by consumers. The research significantly advances our understanding of consumers' use of extrinsic cues (price and COO specifically), and their respective influence in their determination of both expected and experienced quality. (JEL Classification: Q11, D12, M31)
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