Measuring consumer response to quality wine: level of awareness, purchase intention and willingness to pay for Peza wine
2003
Botonaki, A.
Data analysis and sample selection techniques have been used in this research in order to examine consumer perceptions and attitudes towards the wine product. More precisely, the purpose of the present study is to identify Greek consumer response on certified quality wine with a designation of origin (PDO) indication. The PDO wine, which is produced and processed in the region of Peza in Iraklio, has been chosen as the protected regional product. A market survey was conducted in the Attiki region and with the use of a questionnaire consumers were asked to indicate (i) their attitude towards several quality attributes of wine, (ii) their level of knowledge on PDO products and their attitude towards this label, (iii) their intention to purchase Peza wine with a PDO indication label. Taking into consideration that consumers' interest on quality food increases nowadays as well as the crisis in the wine market, examining consumers' preferences and attitudes is important for all the market bodies that are involved in the supply chain of this product.
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