Dimensions of the perceived value for wine from the perspective of Slovenian wine consumers

Sandra PESTAR BIZJAK, Hristo HRISTOV, Aleš KUHAR

Abstract


Perceived value is a subjective impression of the consumer about the value of a product or a service. There is a lack of research and understanding of Slovenian wine consumers preferences, while at the same time the importance of the Slovenian wine sector is increasing. 221 adults from the two biggest Slovenian winegrowing regions who at least occasionally consume and purchase wine were interviewed with a structured questionnaire. The Perval scale was used to measure and identify the factors (dimensions) of the perceived value for wine. Further, the relation between Slovenian winegrowing regions and the perceived value dimensions was investigated. It was shown that respondents from the two largest Slovenian winegrowing regions perceive three different dimensions of value for wine: quality-price, emotional-social, and a dimension where indicators for humane, environmental and region of origin factors highly correlated, and were therefore named terroir. We also found that respondents value Primorska winegrowing region the most, followed by Podravje and other wine regions. Both winegrowing regions correlate to terroir and quality-price value dimensions. It was also found which value dimensions are more important to different socio-demographic groups, which can give wine producers and wine-sellers some ideas on consumer segmentation and marketing strategy.

Keywords


perceived value; wine; consumer; Perval scale; Slovenia; factor analysis

Full Text:

PDF

References


Aaker, D. A. (1996). Building strong brands. New York, The Free Press: 380 str.

Agnoli, L., Capitello, R., Begalli, D. (2016). Behind intention and behaviour: factors influencing wine consumption in a novice market. British Food Journal, 118(3), 660–678. https://doi.org/10.1108/BFJ-05-2015-0181

Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. The Chronicle of Higher Education, 58, 81–95. https://doi.org/10.1007/s10734-008-9183-8

Gallarza, M. G., Gil-Saura, I., Holbrook, M. B. (2011). The value of value: further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179–191. https://doi.org/10.1002/cb.328

Gill, D., Byslma, B., Ouchan, R. (2007). Customer perceived value in a cellar door visit: the impact on behavioural intentions. International Journal of Wine Business Research, 19(4), 257–275. https://doi.org/10.1108/17511060710837418

Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20(2), 195-204. https://doi.org/10.1002/(SICI)1097-0266(199902)20:2<195::AID-SMJ13>3.0.CO;2-7

Lin, C.-H., Sher, P. J., Shis, H.-Y. (2005). Past progress and future directions in conceptualizing customer perceived value. Journal of Service Management, 16(3), 318–336. https://doi.org/10.1108/09564230510613988

Olson, J. C., & Jacoby, J. (1972). Cue utillization in the quality perception process. In M. Venkatesan (Eds.), Proceedings of the third annual conference of the association for consumer research (pp. 167-179). Chicago, IL, Association for Consumer Research. Retrieved from http://acrwebsite.org/volumes/11997/volumes/sv02/SV-02

Orth, U. R., McGarry, Wolf, M., Dodd, T. H. (2005). Dimensions of wine region equity and their impact on consumer preferences. Journal of Product and Brand Management, 14(2), 88–97. https://doi.org/10.1108/10610420510592563

Sharifpour, M., Walters, G., Ritchie, B. W., Winter, C. (2014). Investigating the role of prior knowledge in tourist decision making: a structural equation model of risk perceptions and information search. Journal of Travel Research, 20(10), 1–16. https://doi.org/10.1177/0047287513500390

Sheth, J. N., Newman, B. I., Gross, B. L. (1991). Why we buy what we buy: a theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8

Sigala, M. (2006). Mass customisation implementation models and customer value in mobile phone services. Preliminary findings from Greece. Managing Service Quality, 16(4), 395–420. https://doi.org/10.1108/09604520610675720

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77, 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0

Vukasović, T. (2010). Model povezav med poreklom izdelka in zaznano vrednostjo blagovne znamke. Doctoral dissertation. Koper, Univerza na Primorskem, Fakulteta za management.

Walsh, G., Shiu, E., Hassan, L. M. (2014). Replicating, validating, and reducing the length of the consumer perceived value scale. Journal of Business Research, 67(3), 260–267. https://doi.org/10.1016/j.jbusres.2013.05.012

Woodruff, R. B. (1997). Customer value: the next source for competitive advantage. Academy of Marketing Science, 25(2), 139–53. https://doi.org/10.1007/BF02894350

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302




DOI: http://dx.doi.org/10.14720/aas.2020.115.1.1267

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Sandra Pestar Bizjak, Hristo Hristov, Tatjana Košmerl, Aleš Kuhar

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

 

Acta agriculturae Slovenica is an Open Access journal published under the terms of the Creative Commons CC BY License.

                           


eISSN 1854-1941