Honors Theses and Capstones
Date of Award
Spring 2017
Project Type
Senior Honors Thesis
College or School
PAUL
Department
Hospitality Management
Program or Major
Hospitality Management
Degree Name
Bachelor of Science
First Advisor
Nelson Barber
Recommended Citation
Tobias, Sarah C., "Study of Selection Behavior of Wine for Different Markets" (2017). Honors Theses and Capstones. 348.
https://scholars.unh.edu/honors/348
COinS
Comments
Purpose – To identify the attributes that are most important to consumer’s selection of new wine, depending on consumers’ age, gender, income, subjective knowledge and objective knowledge of wine. This will help wine marketers improve their marketing efforts to target the right segment of consumers.
Design/Methodology – An online survey was administered through Amazon Mechanical Turk with open-ended, multiple choice, five-point Likert-type scale, and ranking questions. A total of 80 respondents completed the survey that all correctly answered the attention check question to ensure reliable results.
Findings – Results showed that variety was significant between gender, and brand loyalty was significant between gender and generation as males and GenX were more loyal. Also, vintage was more important in new wine selection depending on the subjective wine knowledge of consumers, and price was more important depending on the subjective and objective knowledge of consumers. Both those with higher subjective and objective knowledge found price more significant.
Research Limitations – The respondents on Amazon Mechanical Turk may not represent the general wine consumer across every market, and therefore results may not be generalizable. The attitudes acknowledged in the survey may also not be representative of actual wine selection as the correlation between attitudes and behavior is weak. Future research projects could include: analyzing actual purchase data of wine, and studying specifically United States wine consumers.