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Type: Journal article
Title: Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality
Author: Crouch, R.
Quester, P.
Citation: International Business Review, 2009; 18(2):134-144
Publisher: Pergamon
Issue Date: 2009
ISSN: 0969-5931
Statement of
Roberta Veale, Pascale Quester
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.
Keywords: Conjoint analysis; COO; Country of origin; Extrinsic cues; Intrinsic cues; Price; Sensory perceptions
Description: © 2009 Elsevier Ltd. All rights reserved.
RMID: 0020090773
DOI: 10.1016/j.ibusrev.2009.01.004
Appears in Collections:Business School publications

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