The dimensions of wine quality

The nature of product quality is complex and repays close investigation. Using qualitative methods, this study examined Australian wine drinkers’ perceptions of wine quality to construct a comprehensive, consumer-focused understanding of the complexity of the concept. Wine quality was found to comprise a number of dimensions, both intrinsic to what is drunk and extrinsic to it. These dimensions may be terminal – an end state of pleasure – or catalytic, factors which help to stimulate resulting pleasure. In theoretical terms the study suggests that quality is a multi-dimensional construct and that consumers engage with it depending on their varying involvement levels with the product. Practically the research offers marketers the chance to understand how quality is conceived by consumers and the varying ways in which drinkers can be grouped based on the quality dimensions they focus on.