Luxury Consumer Perceptions of Luxury Wines
The part of luxury wines in the wines industry has increased these last years, revealing a change in consumer behavior. There is a lack of research in this domain, in particular, concerning the consumer perceptions of luxury wines. This article examines consumer and wineries points of view. What are the consumer perceptions of luxury wines? And what do the wineries do for their wines to be perceived as luxury wines? The aim of this paper is to answer to these questions. A mixed method approach was used. The data were gathered through questionnaires and three telephone interviews. For the consumer, the Terroir plays the most significant role in elevating a wine to a luxury status. This notion is linked to uniqueness and quality. Label design and bottle shape do not affect the perception a consumer has of a bottle of luxury wine, confirming that the luxury wine market is product oriented. Over all, the taste and the drinking experience are too critical aspects in the consumer perceptions of a luxury wine. From the wineries point of view, creating the perception of luxury is a complex mix of various aspects. However, there must be solid foundations on terroir, product quality and scarcity.
luxury consumer consumer perceptions luxury wines Terroir (soil) quality uniqueness
Corine Cohen Jordan Rendall
Luxury Management International University of Monaco 2, Bd Albert II 98000 Principality of Monaco Marketing Manager Europe Renmark Ltd
国际会议
上海
英文
398-403
2011-03-11（万方平台首次上网日期，不代表论文的发表时间）