The relevance of the quality construct to wine consumption
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This study focused on consumers’ difficulties with the concept of quality using the example of wine quality. The research was carried out because previous academic perspectives on quality have focused on the conceptual problems faced by researchers, rather than concentrating on the difficulties consumers may have with the idea of quality. Informants reported that dealing with quality in an aesthetic product like wine is complex, partly due to the abstract nature of the product, partly because of the focus required during engagement, and partly because of the difficulty of verbalising that engagement.