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Full-Text Articles in Marketing
Consumer Purchase Decisions Regarding Screw Cap Wines, Lauren M. Jeter
Consumer Purchase Decisions Regarding Screw Cap Wines, Lauren M. Jeter
Master's Theses
Screw cap wine closures provide many benefits in maintenance of wine quality over time, however acceptance of their use by purchasers has varied. This work first investigates how factors like age, gender, income and education affect the decision to purchase screw cap wines and to what extent these factors impact consumer decisions to bring screw cap wine to various social settings. The results of a questionnaire pooling attitudes and behaviors of wine purchasers (n=319) indicate that factors such as age, wine knowledge, income and gender influence a consumer’s decision to purchase screw cap wine. Education and income positively impact the …
Estimated Sales And Investment Costs To Produce And Retail Gelato In The Petaluma Area, Katherine Camozzi
Estimated Sales And Investment Costs To Produce And Retail Gelato In The Petaluma Area, Katherine Camozzi
Agribusiness
Recent events in the California dairy have left many dairy producers with high feed costs, low profits, and low (sometimes negative) margins. Some producers have transitioned to producing value-added or artisanal dairy products to help increase the revenues earned from farm milk, particularly in Sonoma County. Because limited research exists on the business opportunities in response to a rapidly growing market for value-added products, this project explores the feasibility of starting a gelato production and retail business in the Petaluma area. To assess business feasibility, a consumer survey was created to estimate the percent of residents and non-residents who would …
Factors That Create A Positive Tasting Room Experience For The Current Millennial Generation, Lucia Annalicia Janney
Factors That Create A Positive Tasting Room Experience For The Current Millennial Generation, Lucia Annalicia Janney
Agribusiness
No abstract provided.
Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox
Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox
Agribusiness
When purchasing a bottle of wine, the first impression the consumer gets is from the wine label. In today’s competitive market, it is important that wineries understand consumer preferences and purchasing decisions when evaluating a wine bottle. This study was undertaken to determine the relationship between redesigned wine labels and consumer preferences. A survey was distributed to residents of San Luis Obispo and 194 people responded. It was found that consumers preferred the original label to the redesigned label. Respondents listed quality, good value, and varietal and the most important wine feature and unique, eye-catching, and colorful as the most …