Wine Qualities and Consumer Satisfaction: An Abstract

Abstract

The wine business is a dynamic international market where marketing variables are crucial. They serve the brand to differentiate its products from those of competitors and consequently lead to a better performance. The evaluation of the product is often justified with organoleptic properties even if other marketing variables such as the brand or a label can have a strong explicit or implicit influence. The present study is the first part of a research program. In-depth personal interviews have been used as the method to gather and explore information and its relevance for the wine business. Two different kinds of wine professional have been recruited. First, we identify winegrowers from various protected designations of origin (PDO) with different characteristics (size of the growing, type of culture, age, etc.). These professionals are “makers” and, therefore, develop a deep knowledge about what “is” or what “makes” a good wine and what drivers can lead to high customer satisfaction. Second, we have recruited enologists, cellarmen, and sommeliers. Their activities are different from those of the previous group insofar as they are involved in a direct relationship with wine consumers. Consequently, these interviews should bring a different perspective and complementary information. The results of this study highlight different key aspects that will be discussed at the conference. Among these, a particular one is interesting: Should wine be considered as an experience or a credence product regarding its qualities (Darby and Karni 1973; Emons 1997)? Wine is the juice of a fruit that is fermented and elaborated to be drunk. It can be categorized as a beverage, therefore as an experience product. However, wine professionals underline the amateurism of wine consumers and the importance of extrinsic cues in the buying process as well as regarding the level of satisfaction. Winegrower interviews confirm that these marketing signals are deliberately used to promote their products. More generally, the wine activity also lies in the exploration of the wine emotion aspect with an increasing focus on the storytelling and the authenticity (Beverland 2005). In the specific context of wine, natural attributes, grape variety, and the terroir are often commercial arguments justifying the level of quality and the price. Several results taken together outline that the quality may be difficult and even impossible to assess for consumers. This assessment raises questions about the nature of this specific good in economics and marketing and suggests further research to better understand what really drives satisfaction of wine consumers. In the case of a credence product, marketing strategies may therefore be revised and adapted to promote wine efficiently.