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The Use of Quality and Reputation Indicators by Consumers: The Case of Bordeaux Wine

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Author Info
Landon, Stuart
Smith, Constance

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Abstract

The absolute and relative impact of current quality and reputation variables on consumer decisions are examined using data from the market for Bordeaux wine. The estimates indicate that a model of consumer decision making which incorporates information on reputation (past quality) and collective reputation (average group quality) rejects alternative models that include current quality. The results also indicate that reputation has a large impact on the willingness to pay of consumers, that long term reputation is considerably more important than short term quality improvements, and that consumers react slowly to changes in product quality. Collective reputation is shown to have an impact on consumer willingness to pay that is as large as that of individual firm reputation. If reputation and collective reputation effects are ignored, the estimated impact of current quality and short term changes in quality on consumer behaviour are overstated.

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Paper provided by University Library of Munich, Germany in its series MPRA Paper with number 9283.

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Date of creation: Mar 1997
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Handle: RePEc:pra:mprapa:9283

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Find related papers by JEL classification:
M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
D8 - Microeconomics - - Information, Knowledge, and Uncertainty
L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

  1. Godfrey, L G & Orme, C D, 1994. "The Sensitivity of Some General Checks to Omitted Variables in the Linear Model," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 35(2), pages 489-506, May. [Downloadable!] (restricted)
    Other versions:
  2. Tirole, J., 1993. "A Theory of Collective Reputations with Applications to the Persistence of Corruption and to Firm Quality," Working papers 93-13, Massachusetts Institute of Technology (MIT), Department of Economics.
    Other versions:
  3. Rosen, Sherwin, 1974. "Hedonic Prices and Implicit Markets: Product Differentiation in Pure Competition," Journal of Political Economy, University of Chicago Press, vol. 82(1), pages 34-55, Jan.-Feb.. [Downloadable!] (restricted)
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  5. Kwoka, John E, Jr, 1992. "Market Segmentation by Price-Quality Schedules: Some Evidence from Automobiles," Journal of Business, University of Chicago Press, vol. 65(4), pages 615-28, October. [Downloadable!] (restricted)
  6. Mendelsohn, Robert, 1984. "Estimating the Structural Equations of Implicit Markets and Household Production Functions," The Review of Economics and Statistics, MIT Press, vol. 66(4), pages 673-77, November. [Downloadable!] (restricted)
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  9. Franklin Allen, 1984. "Reputation and Product Quality," RAND Journal of Economics, The RAND Corporation, vol. 15(3), pages 311-327, Autumn. [Downloadable!] (restricted)
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    Other versions:
  12. Shapiro, Carl, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, MIT Press, vol. 98(4), pages 659-79, November. [Downloadable!] (restricted)
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  19. Cropper, Maureen L & Deck, Leland B & McConnell, Kenneth E, 1988. "On the Choice of Functional Form for Hedonic Price Functions," The Review of Economics and Statistics, MIT Press, vol. 70(4), pages 668-75, November. [Downloadable!] (restricted)
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Full references

Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. Dubois, Pierre & Nauges, Céline, 2006. "Identifying the Effect of Unobserved Quality and Experts' Reviews in the Pricing of Experience Goods: Empirical Application on Bordeaux Wine," IDEI Working Papers 395, Institut d'Économie Industrielle (IDEI), Toulouse. [Downloadable!]
    Other versions:
  2. Lohr, Luanne, 1998. "Welfare Effects Of Eco-Label Proliferation: Too Much Of A Good Thing?," Faculty Series 16642, University of Georgia, Department of Agricultural and Applied Economics. [Downloadable!]
  3. Donnet, M. Laura & Weatherspoon, Dave, 2006. "Effect of Sensory and Reputation Quality Attributes on Specialty Coffee Prices," 2006 Annual meeting, July 23-26, Long Beach, CA 21388, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  4. James J. Fogarty, 2002. "Why is Expert Opinion on Wine Valueless?," Economics Discussion / Working Papers 02-17, The University of Western Australia, Department of Economics. [Downloadable!]
  5. Schamel, Guenter, 2002. "California Wine Winners: A Hedonic Analysis Of Regional And Winery Reputation Indicators," 2002 Annual meeting, July 28-31, Long Beach, CA 19864, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  6. Schamel, Guenter, 2002. "Focussing on Consumer Attention: Price-Quality Relationships and Reputation Indicators," 2002 International Congress, August 28-31, 2002, Zaragoza, Spain 24933, European Association of Agricultural Economists. [Downloadable!]
  7. Goldstein, Robin & Almenberg, Johan & Dreber, Anna & Emerson, John W. & Herschkowitsch, Alexis & Katz, Jacob, 2008. "Do More Expensive Wines Taste Better? Evidence From A Large Sample Of Blind Tastings," Working Papers 37328, American Association of Wine Economists. [Downloadable!]
    Other versions:
  8. Costanigro, Marco & McCluskey, Jill & Mittelhammer, Ron, 2006. "Identifying submarket in the wine industry: a multivariate approach to hedonic regression," 2006 Annual meeting, July 23-26, Long Beach, CA 21370, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  9. Malorgio, G. & Hertzberg, A. & Grazia, C., 2008. "Italian wine consumer behaviour and wineries responsive capacity," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44419, European Association of Agricultural Economists. [Downloadable!]
  10. Egon Franck & Stefan Winter, 2002. "Zur Effizienz des Marktes für feine Bordeauxweine," Working Papers 0012, University of Zurich, Institute for Strategy and Business Economics (ISU). [Downloadable!]
  11. Donnet, Laura & Weatherspoon, Dave & Hoehn, John P., 2007. "Price Determinants in Top Quality E-Auctioned Specialty Coffees," Staff Papers 9310, Michigan State University, Department of Agricultural, Food, and Resource Economics. [Downloadable!]
  12. Preszler, Trent & Schmit, Todd M., 2008. "Modeling Perceptions Of Locally Produced Wine Among Restaurateurs In New York City," Working Papers 45503, American Association of Wine Economists. [Downloadable!]
  13. Claudia Keser, 2002. "Trust and Reputation Building in E-Commerce," CIRANO Working Papers 2002s-75, CIRANO. [Downloadable!]
  14. Schamel, Guenter, 2003. "International Wine Trade: Analyzing The Value Of Reputation And Quality Signals," 2003 Annual meeting, July 27-30, Montreal, Canada 22157, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  15. Pozo, Veronica & Saak, Alexander & Hanawa-Peterson, Hikaru, 2009. "Product Origin and Reputation for Quality: the Case of Organic Foods," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49503, Agricultural and Applied Economics Association. [Downloadable!]
  16. Egon Franck & Martin Kukuk & Stefan Winter, 2004. "Weininvestment- Profitieren Anleger von der Berücksichtigung öffentlich zugänglicher Informationen?," Working Papers 0030, University of Zurich, Institute for Strategy and Business Economics (ISU). [Downloadable!]
  17. Teuber, R., 2008. "Geographical Indications and the Value of Reputation - Empirical Evidence for Cafe de Marcala," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43835, European Association of Agricultural Economists. [Downloadable!]
  18. Landon, Stuart & Smith, Constance, 1998. "Quality expectations, reputation, and price," MPRA Paper 9774, University Library of Munich, Germany. [Downloadable!]
  19. Sanja Lutzeyer, 2008. "Estimating Hedonic Prices for Stellenbosch wine," Working Papers 15/2008, Stellenbosch University, Department of Economics. [Downloadable!]
  20. Lunardo, Renaud & Guerinet, Richard, 2007. "The influence of label on wine consumption: its effects on young consumers' perception of authenticity and purchasing behavior," 105th Seminar, March 8-10, 2007, Bologna, Italy 7847, European Association of Agricultural Economists. [Downloadable!]
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