- Volume 11 Issue 2
The purpose of the study is to understand the characteristics of consumers and to provide useful information for the wine vendors to make future sales strategy and a marketing plan according to the origin of the imported wine thorough the factors influencing consumer preferences and purchase intentions. The questionnaires were distributed to consumers who had purchased wine and 224 was collected then analysed. As a result, the origin of the wine had a significant effects on quality and risk perception when consumers evaluate products. Also, the origin of the wine had a significant on consumer's purchase intention.
Wine Origin;Product Evaluation;Purchase Intention
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