The Influence of Subjective Wine Knowledge on Consumers' Perception of Wine Quality and Price

This paper explores the impact of Subjective Wine Knowledge (SWK) on consumers' perceptions of wine quality and price. The research proposes to investigate how different levels of wine knowledge influence the perceived relationship between price and quality. We expect that less knowledgeable consumers rely more on price as an indicator of quality, while more knowledgeable consumers evaluate quality based on intrinsic attributes of the wine. Additionally, the study will compare consumer perceptions of Italian and French wines, highlighting the influence of the Country-of Origin Effect on these perceptions.