Business Commons^™

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 …

Factors That Create A Positive Tasting Room Experience For The Current Millennial Generation, Lucia Annalicia Janney

Agribusiness

No abstract provided.

Gender Preferences In Wine Marketing, Cristina Lombardo

Agribusiness

When purchasing a bottle of wine, the label is the consumer’s first impression. Previous research about how different target markets react to label design and information cues have proven to have significant differences. This study was undertaken to determine how men and women view these features and cues differently. An online survey was submitted to 100 potential respondents with 69 surveys returned for analysis. Various statistical data analysis was conducted and the results are presented in this report. There was a significant difference across the genders for a label that “is colorful” and for an “organic” information cue. It is …

The Relationship Between Live Music And Enjoyment Of Wine, Janey Helene Cowan

Agribusiness

This study was performed in order to determine the relationship between enjoyment of music in a live setting and enjoyment of wine consumed while at the concert. Surveys were collected from 113 respondents throughout the summer of 2011 at San Luis Obispo’s “Concerts in the Plaza.” J. Lohr Vineyards and Wines was the wine sponsor throughout the summer concert series, which represented a wide variety of musical genres. Overall, 80% of the sample was women, 69% drank white wine, and 93% had tried J. Lohr wines before the event. With regard to wine opinion, 57% of the sample maintained the …

Influences On Wine Purchases: A Comparison Between Millennials And Prior Generations, Kelsea Nissen

Agribusiness

This study was undertaken to determine the factors that influence wine purchases for wine consumers in San Luis Obispo County. The study was performed in order to compare the influential factors between Millennials and prior generations.

This collected data was analyzed through the use of statistical tests. Frequency tests were used to determine which influential factors and demographics made up the largest percentages. Chi-squared tests were performed in order to determine if a relationship between influential factors and generations was present. The statistical tests of independent t-tests and analysis of variance (ANOVA) were performed to determine the differences between generations …

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 …

Google+: Are Wineries Willing To Adopt?, Michelle Witherwax

Agribusiness

This study was performed in order to assess wineries’ willingness to adopt the social media platform Google+ as a way to market to consumers. More specifically, the study examined current social media use along with different types of brand personality to determine if these factors had an influence on a winery’s willingness to adopt this platform.

A survey was given to 50 wineries located in San Luis Obispo County, and this survey data was taken and analyzed using statistical tests. Frequency tests were used in order to determine which responses were most frequently answered and to determine the percentage each …