What is the Perceived Value of Wine? A Cross-Generation Study of Consumer Wine Perception and Consumption Behavior

As a consequence of the highly complex nature of wine as a product, a deeper understanding of the key drivers of consumer wine perception and consumption behavior is a major challenge for practitioners and researchers in the domain of wine marketing. The desire for and the consumption of wine seems to involve several dimensions of customer perceived value perceptions. Additionally, situational determinants, consumer characteristics like product involvement, experience and needs or demographic variables such as gender and age might affect the wine purchase.