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Factors that determine the perceived value of wine and

the consumers satisfaction level.

Triantafyllou G.*PhD candidate, University of the Aegean, Greece, Chios, 8 Michalon str.

Dr. Lymperopoulos K.Professor, University of the Aegean, Creece, Chios, 8 Michalon str.

Dr. Lagos D.Professor, University of the Aegean, Creece, Chios, 8 Michalon str.

*e-mail: gtriant!a.aegean.gr

Astract

"he #$r#ose of the #resent research is d$al. Primarily, it constit$tes an attem#t to !e dis#layed and analy%ed &'$ality(,

rice( and ac)aging( as factors hich determine cons$mers+ #erce#tions in res#ect of the #erceived val$e of ine.

n #artic$lar, in the case of ine, the factor &'$ality( has to dimensions, the o!ective, hich is correlated ith its internalfeat$res, s$ch as the #roced$re of #rod$ction, vinification, mat$ration and the s$!ective one, hich is related to the !rand

name, the #rice, the co$ntry of origin et.c. /all and Mitchell, 0118, #. 203. n terms of the rice(, that is defined after the

estimation of com!ined elements, s$ch as the cost of ine #rod$ction and #reservation, the investment ca#ital, the

com#arison ith com#etitors+ #rod$cts, the mar)eting trends, the attri!$tes of different target 4 gro$#s Avlonitis,5ym#ero#o$los, "%anavaras, 0161:07-0783. As for the ac)aging(, it is common !elief that it constit$tes an enoya!le

ay for someone to choose ine either he is a high involvement cons$mer or not. According to 9occhi and tefani 01173,

the sha#e and the color of the !ottle, the sha#es and the draings of la!el, the name of the ine attract cons$mers+ attention

and affect their final choices.n o$r st$dy, e are foc$sed on e;amining ho those factors contri!$te to the assessment of val$e of ine as ell as in

hat e;tend they create e;#ectations that incite some cons$mers and disco$rage others from #$rchasing and cons$m#tion of

different )inds of ine.

"he second leg of the research is relevant ith the st$dy of the satisfaction level hich derives from each ine thatcons$mers choose to #$rchase !eca$se of its #erceived val$e. #ecifically, hat is e;amined is ho that satisfaction 4 or

dissatisfaction 4 is e;#ressed thro$gh the esta!lishment of #artic$lar cons$mers+ !ehaviors and attit$des toards the #rod$ct

itself and its accom#anied services 5ym#ero#o$los, 011

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or the cond$ct of the main research, '$estionnaires are !eing distri!$ted ith im#roved changes in the contents and thety#es of '$estions. Additionally, it is carried o$t the e;#erimental #roect of do$!le meas$rements ith the $se of control 4

gro$#. "he mem!ers of the to gro$#s are selected ith the method of random sam#ling in order to ens$re their e'$ality.

"he e;#eriment ill ta)e #lace in ineries and ine cellars here festivals and events for the #$!lic are organi%ed.

As for the control of the res$lts, the res#onses of the '$estionnaires ill !e analy%ed ith the $se of tr$ct$ral B'$ationModeling for the reason that it allos a more acc$rate meas$rement of relations !eteen de#endent and inde#endent

varia!les. Concerning the e;#eriment, the statistical control of means for the e;#erimental gro$# as ell as for the control-

gro$#, ill !e done !y the $se of t-test.

"he com!ination of the to methods as ada#ted ith the #ers#ective to ens$re the relia!ility of the res$lts and the dee#ercom#rehension of cons$mers+ different motives and e;#ectations hile they choose ines.

9es$lts of this st$dy ill #rovide $s ith val$a!le information as regards the transformation and im#lementation of more

effective mar)eting strategies.

Key !ords"e;#ectations, #erceived val$e, satisfaction level, c$stomer !ehavior, loyalty