Espaço de debate de temas de Economia Portuguesa e de outros que com esta se relacionam, numa perspectiva de desenvolvimento

domingo, agosto 26, 2007

Consumer perception of Portuguese quality wine and the region-of-origin effect - III

3. Wine attributes and the perception of consumers
Product intrinsic characteristics like colour, age, special references and grape, all have shown not having relevant influence in the decision of the wine consumer, in this case.
There is mixed empirical evidence about the influence of colour in wine buyers` behaviour. ORTH and KRSKA (2002) study, about the Czech Republic, found that colour is an important wine attribute to buyers, while STEINER (2002) clearly identified red wine as having price premiums in England and Scotland. On the contrary, other studies (NERLOVE, 1995; SCHAMEL and ANDERSON, 2003) concluded that red wines were sold at a discount against white ones in Sweden and Australia/New Zealand, respectively. Given the diversity of countries, these results reinforce the idea of wine as a cultural product, strongly embedded in the history and culture of a “terroir”.
Although with no statistical significance, our previous research (FREITAS SANTOS and CADIMA RIBEIRO, 2003) has shown that Portuguese consumers seem to associate red wine with tradition, better quality and typical gastronomy. Of course, also health reasons spread by the media lately could help to explain the results we got.
Additionally, [...] results seems to tell that characteristics and quality of the wine (appearance, taste, flavour), which improve with age, have no major influence on the buying decision. May be, because it represents to consumers a saving in opportunity costs of storage, while, for producer, the longer they store the wine the greater it is its contribution towards the cost of production. The same way, the statement that wines with special references (marketing indications, such as reserve) have a positive impact on consumer decision is not supported by the data.
This empirical evidence is contrary to the one we got in previously (FREITAS SANTOS and CADIMA RIBEIRO, 2003) for product intrinsic characteristics like age (more years) and special attributes (as reserve), both having positive effects on price. The same applies to the indication of the name of the grapes on the label that, once again, in this survey, has shown not to influence consumers’ decision.
Regarding this issue, a study by STEINER (2002) pointed out the possible interaction between grape varieties and region of origin, saying that “outstanding grape varieties are shown to have a strongly positive or negative regional impact on price just as outstanding regions have a similar grape varietal impact”. On the contrary, ANGULO et al. (2000) found that grape variety did not influence wine prices in the Spanish market. By his turn, SCHAMEL (2003) reported mixed effects (positive and negative) of grape varieties on wine prices.
J. Cadima Ribeiro
J. Freitas Santos
[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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