This study examined differences in how consumers, producers, and intermediaries perceive the importance of wine attributes. A survey asked each group to rate the importance of attributes like aroma, acidity, price, and region. The results showed most agreement on acidity, but otherwise consumers had clearer perceptions than producers and intermediaries of what attributes are important. There were also significant differences found between all groups in their perceptions of most extrinsic, or non-sensory, attributes. The findings suggest producers should do more direct research on consumer preferences rather than relying only on intermediaries, and opportunities exist to differentiate wines based on extrinsic attributes.

1. DIFFERENCES IN THE PERCEPTION OF WINE ATTRIBUTES: A COMPARATIVE VIEW BETWEEN CONSUMERS, PRODUCERS AND INTERMEDIARIES. Paulo Ramos - UFP / FEP-UP F. Vitorino Martins - FEP-UP Hortênsia Barandas - FEP-UP EDGE Research Centre