When purchasing wine, the intrinsic attributes color, type of wine and vintage have been found to influence choice as well as extrinsic attributes including familiarity, price, quality/reliability and suitability. Although the primary extrinsic product attributes influencing the wine purchase decision include the brand, the label and the specific terms utilized in describing wine, Gluckman (1990) advises that the quality of wine is an important characteristic and that the attributes that signal quality to consumers can be either extrinsic or intrinsic. This is because wine quality is based on consumers’ perceptions and these perceptions may be influenced by a.
