Portuguese quality wine and the region-of-origin effect : consumer's and retailer's perceptions

Abstract

This study investigates the relative importance of region of origin associated with extrinsic (price, brand, promotion) and intrinsic (grape, type of wine, colour, age, special references) cues in the decision of final consumers and small retailers to buy Portuguese quality wine. In order to attain this goal we conducted a survey through face-to-face interviews in the Minho region. The results show that the dominant factor of influence in the acquisition of wine is the region of origin, both for final consumers and small retailers. Despite its importance, brand was not the principal variable that influences the consumer wine choice, while price has been regarded as a less important extrinsic quality cue. One interesting result is the type of wine (“maduro” or “verde”) which seems to be the most preferred intrinsic cue for final consumers and small retailers. The findings also indicate that regions of Alentejo, Douro and Verde are far and away the leaders in terms of customer acceptance.