THE COUNTRY OF ORIGIN INFLUENCE ON THE DECISION TO BUY WINE. A RESEARCH FRAMEWORK PROPOSAL

Abstract

In this article we intend to review the literature on the influence of the country of origin on the quality assessment and decision to buy wine. Based on literature review, we formulated the research model and the hypotheses we want to test. The research framework proposed in this paper is part of a wider research that addresses the influence of the image of the country brand on the image of Romanian wines. The model takes into account the influence of several moderator factors of the relationship intensity between the country of origin and the quality assessment, namely the choice of the purchased wines: the purpose of the purchase, the place of purchase / consumption, the personality of the consumer, the inclination towards ethnocentrism, the consumer's gender and wine consumption expertise. The scale proposed to measure the influence of the country of origin on the perception of quality and choice of wine is the "Best-Worst" scale. The results of these studies may be useful to managers of wine producing / distributing companies in identifying market segments sensitive to various intrinsic and extrinsic attributes of wines and in promoting wine appropriately.