ZELENÝ, Jiří. Conference presentation: Expectations vs. Perceptions: The Role of Consumers' Senses in Composing of USP for PDO Wines. In ICMarktech'21 – International Conference on Marketing and Technologies. 2021.
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Basic information
Original name Conference presentation: Expectations vs. Perceptions: The Role of Consumers' Senses in Composing of USP for PDO Wines
Authors ZELENÝ, Jiří.
Edition ICMarktech'21 – International Conference on Marketing and Technologies, 2021.
Other information
Original language English
Type of outcome Presentations at conferences
Field of Study 50701 Cultural and economic geography
Country of publisher Spain
Confidentiality degree is not subject to a state or trade secret
WWW URL
Organization unit University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
Keywords in English Czech Republic, qualitative research, sensory evaluation, terroir, VOC wines, willingness to pay
Tags International impact, Reviewed
Links DG18P02OVV067, research and development project.
Changed by Changed by: Ing. Jiří Zelený, Ph.D., učo 10755. Changed: 8/12/2021 00:36.
Abstract
The Unique Selling Proposition (USP) as a major distinctive feature has been studied in various marketing researches. Our study uses sensory evaluation, a method introduced in many studies employing neuromarketing, to uncommonly examine the USP.
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