Message in a Bottle of Wine from Emerging Markets. Is the Country of Origin Still a Relevant Cue in Consumers’ Perceptions?

Guardato, Andrea; Osei, Collins; Feri, Alessandro; Tjandra, Nathalia C

Abstract

Research shows that country of origin (COO) has a significant impact on product evaluations and purchasing behaviour. However, there is a lack of clarity regarding the effects of COO on Generation Y within the wine industry. Therefore, this study aims to provide clarity on the impact of COO on consumer perception when purchasing wine from emerging markets such as Chile, South Africa, and China. Qualitative research was conducted with a total of 28 individuals who participated in a qualitative survey. Thematic analysis was used to analyse the data. The results indicate that the COO is still an important cue for consumers when evaluating the quality of wine. However, other factors such as price, design, and type of grape are perceived as important factors that influence consumers' perceptions. The findings of this investigation can guide wine marketers in selecting appropriate cues for their international marketing strategies.

• Journal Article Type: Article
• Acceptance Date: May 31, 2023
• Online Publication Date: Jun 30, 2023
• Publication Date: 2023-06
• Deposit Date: Jul 10, 2023
• Publicly Available Date: Jul 10, 2023
• Print ISSN: 2753-541X
• Electronic ISSN: 2753-5428
• Publisher: Transnational Press London
• Peer Reviewed: Peer Reviewed
• Volume: 1
• Issue: 1
• Pages: 1-17
• DOI: https://doi.org/10.33182/tbm.v1i1.3101
• Keywords: country of origin, Emerging Markets, wine, consumer perception, Generation Y