Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality

Roberta Veale, Pascale Quester

Research output: Contribution to journalArticle

86 Citations (Scopus)

Abstract

This study investigates 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 perceptions, and then compares these results with those of a survey employing identical intrinsic and extrinsic cues. Taste testing experiments were conducted (N = 263) using Chardonnay and a three (COO) by three (price) by three (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. The study advances our understanding of the influence of extrinsic cues to dominant quality assessment and shows conjoint analysis to be a credible means of measuring consumer reactions to specific wine attributes.

Original languageEnglish
Pages (from-to)134-144
Number of pages11
JournalInternational Business Review
Volume18
Issue number2
DOIs
Publication statusPublished - 1 Apr 2009
Externally publishedYes

Keywords

  • Conjoint analysis
  • COO
  • Country of origin
  • Extrinsic cues
  • Intrinsic cues
  • Price
  • Sensory perceptions

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