Measuring perceptions of quality in food products: the case of red wine |
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| Affiliation: | 1. Dpto. Estudios Econ. y Finan, Miguel Hernández Universitas, Avda. del Ferrocarril, s/n. 03202 Elche, Alicante, Spain;2. Facultad de CC. EE. y Empresariales, Granada University, C/ Campus de Cartuja, s/n. 18071 Granada, Spain;1. Ehrenberg-Bass Institute for Marketing Science, School of Marketing, University of South Australia, 70 North Terrace, 5000 Adelaide (SA), Australia;2. The Australian Wine Research Institute, PO Box 197, 5064 Glen Osmond (SA), Australia;1. AGLS Faculty, Lincoln University, Christchurch, New Zealand;2. Institute of Plant and Food Research, Marlborough, New Zealand;3. Institute of Plant and Food Research, Palmerston North, New Zealand;4. University of Chile, Santiago, Chile;5. Tripwire Wine Consulting Ltd. & Misha’s Vineyard, Central Otago, New Zealand;6. School of Chemical Sciences, The University of Auckland, New Zealand;7. CSGA UMR5170 CNRS, University of Burgundy, INRA, France;1. Plumpton College, UK Centre for Excellence in Wine Education, Training and Research, Brighton, UK;2. Lincoln University, Canterbury, New Zealand;3. Aix-Marseille University, ADEF, Marseille, France;4. The Secret Vine, 3 Maltese Road, Chelmsford CM1 2PB, Essex, England, UK;1. Univ. Bordeaux, ISVV, EA 4577, Œnologie, F-33140 Villenave d’Ornon, France;2. INRA, ISVV, USC 1366 Œnologie, F-33140 Villenave d’Ornon, France |
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| Abstract: | Perceived quality in food products is complex and is often operationalized by multi-dimensional constructs, whose measurement requires the designing of sufficiently validated scales. Since the intrinsic characteristics of each individual product are different and the extrinsic attributes can have an effect that differs from expectations, it is necessary to adapt the scale to each considered product. Using an empirical study, we demonstrate that perception of wine quality has a dimensional structure (7 dimensions) and can be measured using a 21-item scale that has been satisfactorily validated. Through the methodology proposed and the operationalization of the items as perceptions minus expectations, we suggest using two different scales for food and beverage products, one for intrinsic attributes and another for extrinsic attributes. |
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