Originally published:2014-06 as Faculty of Commerce Working Paper No. 9 by Lincoln University. Faculty of Commerce. Department of Accounting, Economics and Finance.
Purpose: The purpose of this paper is to examine whether purchasers identify a wine’s country of
origin and what their perceptions are of products originating from various wine producing nations.
Design/methodology/approach: An interviewer‐administered questionnaire was used to
examine the views of 399 consumers as they made actual purchase decisions inside stores in
New Zealand, Australia, the United Kingdom and the United States.
Findings: The results indicate that the majority of consumers can identify the origin of the
wine they purchase (83%). In addition, the perceptions of wine that consumers hold do vary
based upon a wine’s country of origin.
Practical implications: These results suggest that country of origin perceptions differ across
wine producing nations and that these differences are likely to be associated with a financial
cost or benefit to wine producers.
Originality/value: Few previous country of origin studies have asked consumers, at the time
of purchase, if they can identify the origin of the product they have chosen. This study adds
to current knowledge by providing evidence that wine purchasers are likely to know the
origin of the wine they purchase and that their perceptions of these origins will indeed vary.[Show full abstract]
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