"[...]
3. Wine attributes and the perception of consumers
[....] both, wine specialists and consumers use region of origin as a strong clue to their decision of purchasing or not a certain wine, while the non specialist consumer deposits more interest in the brand. In this case, the brand seems to increase the perceived quality of the wine and the probability of its acquisition. In this regard, producer’s brand seems to be able of creating consumer loyalty and, in a certain degree, to defend the firm from the threat of competition.
[...]"
3. Wine attributes and the perception of consumers
[....] both, wine specialists and consumers use region of origin as a strong clue to their decision of purchasing or not a certain wine, while the non specialist consumer deposits more interest in the brand. In this case, the brand seems to increase the perceived quality of the wine and the probability of its acquisition. In this regard, producer’s brand seems to be able of creating consumer loyalty and, in a certain degree, to defend the firm from the threat of competition.
[...]"
J. Cadima Ribeiro
J. Freitas Santos
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[extractos de comunicação a apresentar em 47th Congress of the European Regional Science Association (Joint Congress of ERSA and ASRDLF) Paris, August 29th – September 2nd, 2007]
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