Quality Perception and Purchasing Decision for Coahuila Wines Brand
DOI:
https://doi.org/10.35588/dwebnt44Keywords:
consumer, origin brand, structural equation, industry, viticultureAbstract
The article analyzes how the perception of quality of the brand Coahuila Wines influences the purchase intention and sense of belonging of local consumers in Saltillo. Using a Structural Equation Model (SEM) approach with data from 168 respondents, it was found that socioeconomic level has a moderate influence, while factors such as hedonism and personality strongly impact quality perception. In addition, the intrinsic and extrinsic attributes of wine strengthen brand appreciation, increasing both the purchase intention and the sense of belonging to the brand.
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