title: Drivers of high-involvement consumers' intention to buy PDO wines: Valpolicella PDO case study.
abstract: 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.
  
  
  CONCLUSIONS
  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.
authors.affiliation: Department of Business Administration, University of Verona, Via della Pieve 70, 37029, San Pietro in Cariano, Verona, Italy.
authors.forename: Roberta
authors.initials: R
authors.lastname: Capitello
authors.affiliation: Department of Business Administration, University of Verona, Via della Pieve 70, 37029, San Pietro in Cariano, Verona, Italy.
authors.forename: Lara
authors.initials: L
authors.lastname: Agnoli
authors.affiliation: Department of Business Administration, University of Verona, Via della Pieve 70, 37029, San Pietro in Cariano, Verona, Italy.
authors.forename: Diego
authors.initials: D
authors.lastname: Begalli
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D003258:Consumer Behavior; D003365:Costs and Cost Analysis; D005260:Female; D005518:Food Preferences; D006801:Humans; D033182:Intention; D007558:Italy; D008297:Male; D008875:Middle Aged; D010465:Perception; D025341:Principal Component Analysis; D012677:Sensation; D012903:Smell; D012959:Socioeconomic Factors; D013649:Taste; D014920:Wine / Q000032:analysis / Q000145:classification* / Q000191:economics; D055815:Young Adult
keywords: Protected Designation of Origin; consumer perception; intention to buy; intrinsic quality; wine