Expectations versus Perceptions: The Role of Consumers’ Senses in Composing of USP for PDO Wines

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. As an example, Czech wines with the PDO designation called VOC were selected. The sensory evaluation was complemented by price analysis and qualitative research. First, the price analysis that included 805 Czech wines showed that the VOC wines are less common on the Czech market and have higher prices than substitutes without the VOC. Second, the blind sensory evaluation done by 103 wine consumers underlined the relative perception of wines and their USPs. The VOC was not perceived as a decisive attribute for consumers choosing from the VOCs and non-VOCs. The absence of USPs for VOCs from the consumers’ point of view shows the relative perception of USPs by various agents (producers, consumers). Third, the semi-standardized interviews with 15 volunteers from sensory evaluation explored consumers’ expectations regarding VOC wines. The experienced consumers matched the VOCs with distinctive terroir and taste, i.e., possession of USP, which opposed their actual sensory perception. We believe that the consumers’ sensory evaluation should be an elementary part of marketing research, including creating food product’s USP.