This study investigated wine drinkers’ perspectives on how product qualityis conceptualized. The research was carried out because the dominant paradigm forquality within the marketing literature is perceived quality, and as such it is importantto understand how consumers construct frameworks to understand quality andspecifically whether they share this perception of the particular importance of thenotion of perceived quality. Qualitative processes were used to obtain data from 60informants. The findings indicate that consumers can adopt subjective or objectiveframeworks, with some also leaning towards relative and absolute quality positions.These conflicting frameworks are resolved by using an interactionist perspective, whichallows quality to mediate the varying quality correlates noted in the marketingliterature.
|Journal||Journal of Marketing Theory|
|Publication status||Published - 2006|