The Effect of Price and Oak Flavor on Perceived Wine Quality

Abstract

This research compared wine quality evaluations by wine consumers and wine wholesalers for the same Chardonnay wine at three price levels and four different oak levels. Consumers judged wines mainly by price, regardless of the oak level. Wholesale sales people ignored the prices and judged the wines by the oak level. Wholesalers predicted that consumers would respond based on the wholeaslers' quality judgments, and were unable to accurately predict the consumers' responses. Better targeting of consumers and better training of the wholesale representatives is recommended.

Citation

Lockshin, L.S. and Timothy Rhodus, W. (1993), "The Effect of Price and Oak Flavor on Perceived Wine Quality", International Journal of Wine Marketing, Vol. 5 No. 2/3, pp. 13-25. https://doi.org/10.1108/eb008614