"[...]
4. Region of origin and the perception of consumers
[...] wines from the regions of Alentejo, Douro and Verde are the most preferred by the Portuguese consumer. Regions of Beiras, Bairrada, and Ribatejo are less preferred. The results obtain through this survey are in line with those of the 2003 research (FREITAS SANTOS and CADIMA RIBEIRO, 2003), as already mentioned. The differences to underline have to do in the inclusion of Verde, which wine region we didn’t included in the first study due to not being an ordinary Portuguese table wine, and with Dão, not valued as hypothesized by the survey respondents, may be because it doesn’t presents for them as a wine region clearly differentiated from the one of Douro. Anyway, to better understand the results we got in this last empirical research, we should keep in mind that the respondents were people living in the Verde wine region itself.
As mentioned before, these results offer some support to the proposition that, where it is not possible to distinguish objectively between products on the basis of intrinsic quality, consumers will resort to the use of region of origin cue as a surrogate quality index. Thus, some region’s physical resources (such as land and climate) and tradition (historic and cultural background) can affect buyers perceptions towards wines produced in a given region, or, at least, can affect the perception of some segments of potential consumers.
[...] wines from the regions of Alentejo, Douro and Verde are the most preferred by the Portuguese consumer. Regions of Beiras, Bairrada, and Ribatejo are less preferred. The results obtain through this survey are in line with those of the 2003 research (FREITAS SANTOS and CADIMA RIBEIRO, 2003), as already mentioned. The differences to underline have to do in the inclusion of Verde, which wine region we didn’t included in the first study due to not being an ordinary Portuguese table wine, and with Dão, not valued as hypothesized by the survey respondents, may be because it doesn’t presents for them as a wine region clearly differentiated from the one of Douro. Anyway, to better understand the results we got in this last empirical research, we should keep in mind that the respondents were people living in the Verde wine region itself.
As mentioned before, these results offer some support to the proposition that, where it is not possible to distinguish objectively between products on the basis of intrinsic quality, consumers will resort to the use of region of origin cue as a surrogate quality index. Thus, some region’s physical resources (such as land and climate) and tradition (historic and cultural background) can affect buyers perceptions towards wines produced in a given region, or, at least, can affect the perception of some segments of potential consumers.
[...]
Another explanation concerns the image of the wine. If wines from regions of Alentejo and Verde have a positive image, then the use of that wine makes the consumer feel better about him or herself. It may also be the case that the product has the image that the consumer wants to project to other people. Besides, it can happen that specialized regional products are fashionable. In this case, that is, if a person is concerned with what other people think, then that person may care about the region of origin in order to impress others (LOUREIRO and McCLUSKEY, 2000).
Lastly, it is interesting to see that, when the buyer has total freedom to choose the wine, Alentejo is the most preferred region, but, if it brings shopping lists, Douro and Verde also assume important places [...] in the revealed buyers preferences.
Lastly, it is interesting to see that, when the buyer has total freedom to choose the wine, Alentejo is the most preferred region, but, if it brings shopping lists, Douro and Verde also assume important places [...] in the revealed buyers preferences.
[...]"
J. Cadima Ribeiro
J. Freitas Santos
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[extractos de comunicação apresentada no 47th Congress of the European Regional Science Association (Joint Congress of ERSA and ASRDLF) Paris, August 29th – September 2nd, 2007]
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