The Effects of Country of Origin on UK Consumers' Perceptions of Imported Wines

Abstract

The research provides an understanding of the country of origin effects on agricultural produce for which the growing country and region have been regarded as important basesfor differential advantage. Specifically, it examines the effects of country of origin inUK consumers' perceptions of imported wines, both traditional and New World. The findingsshow that price, country of origin and grape variety are the most important choicecriteria for consumers (buying through specialist offlicense stores) and that respondents preferred new world wines. Perceptual mapping demonstrated that new world wine producers now rival traditional producers in terms of quality and reputation but often surpass them on value for money and brand awareness.