Measuring perceptions of quality in food products: the case of red wine

Perceived quality in food products is complex and is often operationalized by multi-dimensional constructs, whose measurement requires the designing of sufficiently validated scales. Since the intrinsic characteristics of each individual product are different and the extrinsic attributes can have an effect that differs from expectations, it is necessary to adapt the scale to each considered product. Using an empirical study, we demonstrate that perception of wine quality has a dimensional structure (7 dimensions) and can be measured using a 21-item scale that has been satisfactorily validated. Through the methodology proposed and the operationalization of the items as perceptions minus expectations, we suggest using two different scales for food and beverage products, one for intrinsic attributes and another for extrinsic attributes.

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