by : Steve Charters & Simone Pettigrew
Published : European Advances in Consumer Research. Volume 7, © 2006
ABSTRACT
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.
INTRODUCTION
This study focused on the difficulty drinkers can experience with the concept of quality using the example of wine quality. Quality is a term which is used almost daily by both marketers and consumers. The concept is an important issue within the field of consumer behaviour, with much discussion focused on trying to explain its nature and scope (Holbrook and Corfman 1985, Zeithaml 1988, Sweeney and Soutar 1995, Steenkamp 1990). Although consumer researchers acknowledge the problem of determining precisely what product quality is from an academic perspective, they appear to pay less attention to the dilemmas faced by consumers in defining the concept. This article is an attempt to redress this imbalance by exploring consumers’ understanding of the concept of quality in wine.
Using the Term Quality Marketing academics have readily acknowledged that quality is difficult to define (Steenkamp 1990, Zeithaml 1988, Sweeney and Soutar 1995, Holbrook 1999). It seems that the confusion arising from varying interpretations of the term have led researchers to focus less on the nature of quality itself and more on its relationship to other variables. Where quality is addressed, the main emphasis of marketing researchers has been to try to categorise and define quality in an academic sense, rather than focus on the problems consumers face in . . . . . (baca_selengkapnya )
INTRODUCTION
This study focused on the difficulty drinkers can experience with the concept of quality using the example of wine quality. Quality is a term which is used almost daily by both marketers and consumers. The concept is an important issue within the field of consumer behaviour, with much discussion focused on trying to explain its nature and scope (Holbrook and Corfman 1985, Zeithaml 1988, Sweeney and Soutar 1995, Steenkamp 1990). Although consumer researchers acknowledge the problem of determining precisely what product quality is from an academic perspective, they appear to pay less attention to the dilemmas faced by consumers in defining the concept. This article is an attempt to redress this imbalance by exploring consumers’ understanding of the concept of quality in wine.
Using the Term Quality Marketing academics have readily acknowledged that quality is difficult to define (Steenkamp 1990, Zeithaml 1988, Sweeney and Soutar 1995, Holbrook 1999). It seems that the confusion arising from varying interpretations of the term have led researchers to focus less on the nature of quality itself and more on its relationship to other variables. Where quality is addressed, the main emphasis of marketing researchers has been to try to categorise and define quality in an academic sense, rather than focus on the problems consumers face in . . . . . (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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