Factors That Determine The Perceived Value Of Wine And The Consumers’ Satisfaction Level

In the present paper the central issue concerns initially the clarification of the main methods that are implied by the Greek enterprises which are activated in the wine section, namely wine production and selling, with the aim of increasing the perceived value of their wine products. Likewise, it constitutes an attempt to determine in what extend the perceived value of wine products is influential with a positive way to the consumers’ behavior and if it is conducive to the configuration of consumers’ satisfaction level.The results of the research demonstrated that the younger consumers have completely different approach concerning the influence of the estimated value in their choices than the more mature consumers. It was also revealed that the consumers of medium involvement evaluate with different criteria the satisfaction that derives from the consumption of wine comparing with the consumers of low and of high involvement