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

Veale, Roberta; Quester, Pascale

doi:10.1016/j.ibusrev.2009.01.004

Cited by 155 publications

(144 citation statements)

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“…They evaluated the importance of three attributes: price, region of origin and grape vintage year, finding origin to be the most important attribute, but with relevant differences in consumer behavior between regions, in particular in terms of price sensitivity. Similar results were found by Mtimet and Albisu (2006), and Veale and Quester (2009). Mtimet and Albisu assessed Spanish Denominations of Origin (DO) wine consumer behavior through a choice experiment technique.…”

Section: Rationale and Literature Surveysupporting

confidence: 66%

“…Their results showed the DO and wine aging to be the most important in the consumer buying decision, although with some differences between frequent and occasional consumers. Veale and Quester (2009) found price and origin to be the most important attributes influencing consumer quality perceptions. Lockshin et al (2006) used a discrete choice experiment to show how relative purchase rates change as brand, region, price and any award are changed.…”

Section: Rationale and Literature Surveymentioning

confidence: 99%

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Who likes it “sparkling”? An empirical analysis of Prosecco consumers’ profile

2015

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The purpose of the study is to understand the profile (if any) of the typical Prosecco wine consumer, for both Controlled Denomination of Origin (CDO) and Controlled and Guaranteed Denomination of Origin (CGDO) types, with a twofold objective. First, the study aims at contributing to the economics literature dealing with opening the "black box of preferences" and understanding consumers' behavior. Second, more practically, the study aims to advise producers on the design of more targeted industrial strategies and policies. Using Homescan data collected from large-scale retail trade transactions in the period 2009-2011, we adopt a probit model and test a set of simple relationships between the probability that Prosecco (in both Geographical Indications) is purchased and selected consumers' socio-economic characteristics and product attributes. The results allow us to draft a profile of the typical consumer of Prosecco. The Prosecco CDO consumer lives in the North of Italy, is wealthy, relatively young, lives in a small (2-3 people) household and reacts to price changes. In addition to the latter feature, the typical Prosecco CGDO consumer has a preference for selected brands and extra-dry wine taste. Marginal effects are computed and predict that a 1% increase in Prosecco CDO price will decrease the probability that a consumer purchases the product by 0.36%. In addition, a 1% increase in Prosecco CGDO price will decrease the probability that a consumer purchases the product by 0.26%. The different sensitivity to price changes is corroborated by the fact that Prosecco CGDO consumers express a preference for the product characteristics (brand and taste) and might be more "loyal to the product" than Prosecco CDO purchasers. Further research will broaden the scale of analysis and adopt multinomial probit models in order to simultaneously assess the profile of different consumers for other types of sparkling wines, including Champagne and Franciacorta.

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Section: Rationale and Literature Surveysupporting

confidence: 66%

Section: Rationale and Literature Surveymentioning

confidence: 99%

Who likes it “sparkling”? An empirical analysis of Prosecco consumers’ profile

2015

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“…There are also visual perceptual effects that might clarify some of the above-mentioned influences of vision on food perception [72]. Colour contrast, for example, might help to explain why food served on a white plate might taste stronger than the same food presented on a black plate.…”

Section: Discussionmentioning

confidence: 99%

Assessing the impact of the tableware and other contextual variables on multisensory flavour perception

Spence

Harrar

Piqueras‐Fiszman

2012

Flavour

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Currently little is known about how the non-edible items associated with eating and drinking (tableware items such as the plates, bowls, cutlery, glasses, bottles, condiment containers, etc.), or even environmental factors (such as the lighting and/or background music), affect people's perception of foodstuffs. Here, we review the latest evidence demonstrating the importance of these contextual variables on the consumer's behavioural and hedonic response to, and sensory perception of, a variety of food and drink items. These effects are explained by a combination of psychological factors (high level attributes, such as perceived quality, that may be mediating the effects under consideration), perceptual factors (such as the Ebbinghaus-Titchener size-contrast illusion and colour contrast in the case of the colour of the plateware affecting taste/flavour perception), and physiological-chemical factors (such as differences in the release of volatile organic compounds from differently-shaped wine glasses). Together, these factors help to explain the growing body of evidence demonstrating that both the tableware and the environment can have a profound effect on our perception of food and drink.Keywords: Cutlery, Tableware, Contextual factors, Flavour, Liking, Multisensory, Weight, Colour, Size, Material ReviewResearch on the topic of flavour perception has grown rapidly over the last decade or so (see Figure 1). In particular, the relative contributions of the various sensory cues (i.e., olfactory, gustatory, somatosensory, auditory, visual, and trigeminal) to multisensory flavour perception have been examined for a wide variety of different food and beverage items (see [1,2] for reviews). While a number of recent studies have also highlighted the importance of atmospheric/environmental cues in determining what, how much, and how quickly, we eat and drink, and even how much we report liking the experience ([3,4]; for reviews, see [5,6]), far less research has studied the role of the tableware on eating, drinking, and flavour perception. Below, we review the latest evidence highlighting the significant effect that the non-edible components of eating and drinking (e.g., the cutlery, plateware, glassware, condiment containers, menus, and atmosphere) can have on people's perception of, and response to, foods and beverages. CutleryCutlery, by which we mean forks, knives, and spoons, has been in widespread use for nearly 200 years now (e.g., [7,8]). Traditionally, it was made from a wide variety of different materials, such as wood, bone, ceramic, iron, brass pewter, etc. Nowadays, though, the range of materials used for cutlery is much narrower, mainly limited to stainless steel, silver, plastic, or wood (for chopsticks and the cutlery often found in ecofriendly coffee shops). This streamlining of materials has probably resulted from a combination of factors including: the ease and cost of manufacture/production, the ease of cleaning, environmental impact, and any taste transferred from the cutlery to the food.Lau...

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“…For example, Lockshin et al (2006) have shown that consumers with little knowledge about wine tend more to use the price and industry awards to decide on their purchases than do wine connoisseurs. In a more recent study, Veale & Quester (2009) find that both price and country of origin contribute more than taste to the perception of a quality wine. Several studies have addressed the possibility of using the price as an indicator of quality.…”

Section: Protected Geographical Indication (Pgi)mentioning

confidence: 94%

Assessing the introduction and development of a designation of origin from the firm's perspective: The case of the Ribera del Guadiana wine PDO

Galán

Moral-Agúndez

Casquet

2012

Span. j. agric. res.

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Designations of origin are essential brands in the agro-food market to define marketing strategies. The establishment of designations of origin in Spain has taken place during the last two decades and agro-food products have been adapted to these protection forms. However, little is known about wineries manager's point of view during the introduction process. In this work, we have analyzed the introduction and development of a designation of origin of wine from the company point of view. To this end, we carried out a qualitative analysis of interviews conducted to winemakers of this form of protection of food products. In the period studied, the consideration of the winemakers interviewed towards their designation of origin increased to a clear commitment to this form of protection of agro-food products. The majority opinion among the winemakers about what the PDO should offer the market leant more towards the product than the brand, reaching consumers with a quality product and from there to get it associated with its brand. This process has taken place during the period studied because while some winemakers still consider the product to be more important than the brand, others have already begun the process of promoting and strengthening their brands, aware that the consumer already perceives the product's quality. It can be concluded therefore that the origin attribute is very important for brands belonging to the agro-food sector, useful to create an origin-based marketing strategy.Additional key words: agro-food; brand; qualitative analysis; quality. ResumenAnálisis de la introducción y el desarrollo de una denominación de origen desde la perspectiva de la empresa: el caso de la DO de vino Ribera del GuadianaLas denominaciones de origen (DO) son marcas esenciales en el mercado agroalimentario para definir estrategias de marketing. En España se han establecido durante las dos últimas décadas y los productos agroalimentarios se han adaptado a estas formas de protección. Sin embargo, poco se conoce acerca del punto de vista de productores y empresarios durante el proceso de implantación. En este trabajo, hemos analizado la introducción y el desarrollo de una DO desde la perspectiva de la empresa, llevando a cabo un estudio cualitativo de las entrevistas realizadas a los empresarios que emplean esta forma de protección. En el periodo estudiado, la consideración de los empresarios entrevistados acerca de su DO se incrementó hacia un claro compromiso a esta forma de protección de productos agroalimentarios. La opinión mayoritaria entre los bodegueros sobre lo que la DO debería ofrecer al mercado se inclina más hacia el producto que la marca, convenciendo al consumidor con un producto de calidad y a partir de ahí conseguir que se asocie a la marca. Este proceso ha tenido lugar durante el periodo estudiado, porque mientras algunos bodegueros aun consideran que el producto es más importante que la marca, otros han comenzado ya el proceso de promoción y fortalecimiento de sus marcas, conscientes de que el con...

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

Cited by 155 publications

References 56 publications

Who likes it “sparkling”? An empirical analysis of Prosecco consumers’ profile

Who likes it “sparkling”? An empirical analysis of Prosecco consumers’ profile

Assessing the impact of the tableware and other contextual variables on multisensory flavour perception

Assessing the introduction and development of a designation of origin from the firm's perspective: The case of the Ribera del Guadiana wine PDO

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