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Overcoming Chinese wines’ negative Country of Origin effect: A study on the determinants of perceived wine quality
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

By exploring determinants of perceived wine quality and seeking possibilities to overcome Chinese wines’ negative COO effect, this paper aims to give insights to current research field about perceived quality and Country of Origin (COO) effect. Adopting an abductive approach, the researchers conducted qualitative semi-structured interviews separately with 11 respondents in different age, nationality and occupation. The results show that consumer perception on wine quality is influenced by four extrinsic cues (Country of Manufacturing, price, credible endorsements, brand) and four intrinsic cues (package, taste, aroma, wine legs). Hence, this paper conclude that it is possible for Chinse wine to improve its overall consumer perception by improving competence in other determinants of perceived wine quality.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Country of Origin, perceived wine quality, extrinsic cues, intrinsic cues
National Category
Social Sciences Economics and Business
Identifiers
URN: urn:nbn:se:uu:diva-354820OAI: oai:DiVA.org:uu-354820DiVA, id: diva2:1222763
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Available from: 2018-06-25 Created: 2018-06-22 Last updated: 2018-06-25Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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