The impact of packaging and price in determining the perceived value of wine along with the level of consumers’ satisfaction

Georgios Triantafyllou; Eirini Strataki; Maria Lagou

Georgios Triantafyllou Hellenic Mediterranean University
Ms. Eirini Strataki Dept of Business Administration and Tourism, School of Management and Economic Sciences Hellenic Mediterranean University, Crete – Greece
Ms. Maria Lagou University of West Attica

Keywords: wine packaging, perceived value, satisfaction level, perceived cost

Abstract

In the present paper the central issue concerns initially the clarification of the main methods that are implied by the Greek enterprises which are activated in the wine section, with the aim of increasing the perceived value of their wine products. Likewise, it constitutes an attempt to determine in what extend the perceived value of wine products is influential with a positive way to the consumers’ behavior and if it is conducive to the configuration of consumers’ satisfaction level. The method of experiment was preferred for the particular research. A pilot research preceded the main. Experimental project of double measurements with the participation of experimental and control – group was implied. Independent samples t-test in conjunction with Pearson’s rho were used for testing the research hypotheses. It was ascertained that packaging and price, when were examined separately and isolated from the other marketing elements, created specific expectations about the wine and- especially the packaging- affected subconsciously the assessment about the quality of wine, even after its tasting.