Influence of the Attractiveness of Wines on Quality Perception and Consumption Intention

EasyChair Preprint no. 5139

Abstract

The main objective of this study is to demonstrate the influence that the attractiveness of packaging has on the perception of quality and intention to consume wine, considering the consumer's perspective and that of experts. The study was carried out in the Canary Islands region of Spain using a sample of 347 people who made 7,513 ratings and 21 experts who made 224 ratings. The analysis confirms the influence of attractiveness on perceived quality and consumption intention in all cases, as well as a clear difference in the perception and valuation of the wines by both groups. Given the importance of attractiveness and its influence, the study makes clear the need to take care of the design, as well as to test its perception before offering it to the market.

Keyphrases: "Attractiveness", "Packaging", "Perceived Quality", "Value Proposition", "Wine"

@Booklet{EasyChair:5139,
  author = {Andrés Fernández Martín and Ricardo Diaz Armas and Janet Hernández Méndez and Nisamar Baute Díaz},
  title = {Influence of the Attractiveness of Wines on Quality Perception and Consumption Intention},
  howpublished = {EasyChair Preprint no. 5139},

  year = {EasyChair, 2021}}