Knowledge of the characteristics and properties of wine before consumers

The understanding of the satisfaction of wine consumers and the reasons why it is consumed presents a challenge, since there is not much research on this subject. For this reason, a consumer satisfaction survey was carried out to observe the relevant and determinant attributes related to the reasons why they drink wine. A total of 300 consumers, between 21 and 88 years old, were interviewed in the city of Cascavel, in the state of Paraná. It was noted that 57.67% of consumers reported as “important” or “very important” the fact that wine contributes to the prevention of heart diseases, a determining attribute when choosing wine, regardless of the side dishes. About 55% of the interviewees considered the fact that the wine is aromatic and fruity as “important” or “very important”. On the attribute indicating that wine is good to forget the problems, only 14.34% of consumers consider it “important” or “very important” at the time of the choice. The item response theory was observed to be an important tool to evaluate the level of satisfaction of wine consumers.

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Consumer satisfaction and item response theory: creating a measurement scale

Gestão & Produção ◽

10.1590/s0104-530x2012000200005 ◽

2012 ◽

Vol 19 (2) ◽

pp. 287-302 ◽

Cited By ~ 3

Author(s):

Silvana Ligia Vincenzi Bortolotti ◽

Fernando de Jesus Moreira Junior ◽

Antonio Cezar Bornia ◽

Afonso Farias de Sousa Júnior ◽

Dalton Francisco de Andrade

Keyword(s):

Item Response Theory ◽

Item Response ◽

Consumer Satisfaction ◽

Latent Trait ◽

Measurement Scale ◽

Response Theory ◽

Additional Information ◽

Institutional Planning ◽

Graded Response ◽

Efficiency And Effectiveness

Today, people have increasingly demanded more from the state and enterprises. Consumer satisfaction is not an organizational option, but rather a matter of survival for any institution. The quest for measurement of consumer satisfaction has been ongoing in many areas of research, and researchers have concentrated efforts to demonstrate the psychometric quality of their measurements. However, the techniques employed by these commitments have not kept pace with the advances in psychometric theory and methods. The Item Response Theory (IRT) is an approach used for assessing latent trait. It is commonly used in educational and psychological tests and provides additional information beyond that obtained from classic psychometric techniques. This article presents a model of cumulative application of item response theory to measure the extent of students' satisfaction with their courses by creating a measurement scale. The Graded Response Model was used. The results demonstrate the effectiveness of this theory in measuring satisfaction since it places both items as individuals on the same scale. This theory may be valuable in the evaluation of customer satisfaction and many other organizational phenomena. The findings may help the decision maker of an enterprise with the correction of flows, processes, and procedures, and, consequently, it may help generate increased efficiency and effectiveness in daily tasks and in event management business. Finally, the information obtained from the analysis can play a role in the development and/or evaluation of institutional planning.

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