Drivers of high-involvement consumers' intention to buy PDO wines: Valpolicella PDO case study.

Background: This study investigates whether different sensory profiles of wines belonging to the same Protected Designation of Origin (PDO) are perceived as different products by consumers. It identifies the drivers of consumers' intention to buy preferred wines. Descriptive sensory analysis, consumer tests and consumer interviews were conducted to reach research aims. To perform the consumer tests and interviews, 443 consumers participated in the survey. The tasted wines comprised five samples representative of Valpolicella PDO wine. Analysis of variance tests, principal component analysis and linear and logit regressions were employed to verify the research hypotheses.

Results: The results demonstrated: (1) different sensory profiles exist within the Valpolicella PDO wine; (2) these sensory profiles result in consumers having the perception of diversified products; (3) the perception of differences was less marked for consumers than for trained assessors due to the different weight attributed to visual, aroma and the taste/mouthfeel hedonic dimensions; and (4) consumers' liking, as well as general perceptions, attitudes, preferences, wine knowledge and experience, contribute to consumers' intentions to buy more than the socio-demographic characteristics of consumers.

Conclusion: The analysis of the drivers of consumers' intention to buy certain PDO wines provides new marketing insights into the roles of intrinsic quality, preferences and consumers' subjective characteristics in market segmentation. © 2015 Society of Chemical Industry.