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

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  • Veale, Roberta
  • Quester, Pascale

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 (NÂ =Â 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.

Suggested Citation

  • Veale, Roberta & Quester, Pascale, 2009. "Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality," International Business Review, Elsevier, vol. 18(2), pages 134-144, April.
  • Handle: RePEc:eee:iburev:v:18:y:2009:i:2:p:134-144
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    References listed on IDEAS

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    Cited by:

    1. Roxana-Denisa G. STOENESCU, 2014. "Stereotypes In Consumers’ Product Evaluation Based On The Country-Of-Origin," SEA - Practical Application of Science, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 5, pages 623-630, November.
    2. Resano, Helena & Sanjuán, Ana I. & Albisu, Luis M., 2012. "Consumers’ response to the EU Quality policy allowing for heterogeneous preferences," Food Policy, Elsevier, vol. 37(4), pages 355-365.
    3. repec:eee:joreco:v:34:y:2017:i:c:p:145-152 is not listed on IDEAS
    4. Garavaglia, Christian & Mariani, Paolo, 2015. "How Much Do Consumers Value PDO Certifications? Estimates of WTP for PDO Dry-Cured Ham in Italy," 145th Seminar, April 14-15, 2015, Parma, Italy 200376, European Association of Agricultural Economists.
    5. Godey, Bruno & Pederzoli, Daniele & Aiello, Gaetano & Donvito, Raffaele & Chan, Priscilla & Oh, Hyunjoo & Singh, Rahul & Skorobogatykh, Irina I. & Tsuchiya, Junji & Weitz, Bart, 2012. "Brand and country-of-origin effect on consumers' decision to purchase luxury products," Journal of Business Research, Elsevier, vol. 65(10), pages 1461-1470.
    6. Bonnet, Céline & Hilger, James & Villas-Boas, Sofia B., 2017. "Reduced Form Evidence on Belief Updating under Asymmetric Information - The Case of Wine Expert Opinions," TSE Working Papers 17-834, Toulouse School of Economics (TSE).
    7. repec:eee:iburev:v:27:y:2018:i:1:p:173-185 is not listed on IDEAS
    8. Costa, Camila & Carneiro, Jorge & Goldszmidt, Rafael, 2016. "A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes," International Business Review, Elsevier, vol. 25(5), pages 1066-1075.
    9. repec:hur:ijarbs:v:7:y:2017:i:11:p:566-579 is not listed on IDEAS

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