Portuguese quality wine and the region-of-origin effect: consumers' and retailers' perceptions
AbstractThis study investigates the relative importance of region of origin associated with extrinsic (price, brand, promotion) and intrinsic (grape, type of wine, colour, age, special references) cues in the decisions of final consumers and small retailers to buy Portuguese quality wine. In order to attain this goal we conducted a survey through face-to-face interviews in the Minho region. The results show that the dominant factor of influence in the acquisition of wine is the region of origin, both for final consumers and small retailers. Despite its importance, brand was not the principal variable to influence consumers’ wine choice, while price has been regarded as a less important extrinsic quality cue. One interesting result is the type of wine (“maduro” or “verde”) which seems to be the most preferred intrinsic cue for final consumers and small retailers. The findings also indicate that the regions of Alentejo, Douro and Verde are clearly the leaders in terms of customer acceptance.
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Bibliographic InfoPaper provided by NIPE - Universidade do Minho in its series NIPE Working Papers with number 11/2008.
Date of creation: 2008
Date of revision:
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Postal: Núcleo de Investigação em Políticas Económicas, Escola de Economia e Gestão, Universidade do Minho, P-4710-057 Braga, Portugal
Phone: +351-253604510 ext 5532
Web page: http://www3.eeg.uminho.pt/economia/nipe/versao_inglesa/index_uk.htm
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This paper has been announced in the following NEP Reports:
- NEP-AGR-2008-04-15 (Agricultural Economics)
- NEP-ALL-2008-04-15 (All new papers)
- NEP-MKT-2008-04-15 (Marketing)
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- Vitor Joao Pereira Domingues Martinho, 2012. "Consumers behavior of Portuguese wine," Papers 1301.2169, arXiv.org.
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