Management’s Problem:How can Yankee Traders plan and implement a marketingapproach for South African wines?
Research Question(s):
Distributors
-What is the state of awareness amongdistributors
about South African Wines?
-What are their attitudes and beliefsabout such
wines, and to what extent are theylikely to purchase such wines?
Consumers
-What general images are held by consumers regarding
productsmade in South Africa?
-What are consumer attitudes about purchasing such
products?
-Whatis the likelihood that wine drinkers will purchase
SouthAfrican wines and what factors affect the likelihood of purchase?
Investigative Questions:
-Importance of various attributes in the
purchase of wine
-Image of South African wines
Actual Questions:
Job #F1161
September2005
Wine Study
QUOTA:100Washington D.C. (2versions see questions 6 and 6a)
1.During the past 3 months have you taken part in any marketingresearch survey aside from a political poll?
Yes..................................1(THANK,TERMINATE, TALLY AND BEGIN AGAIN)
No...................................2(CONTINUE)
Don’t Know.....................8(THANK,TERMINATE, TALLY AND BEGIN AGAIN)
Refused...........................9(THANK,TERMINATE, TALLY AND BEGIN AGAIN)
(Yes)123456789101112131415
(Don’t Know)123456789101112131415
(Refused)123456789101112131415
2.Are you or any member of your household or immediate familyemployed in any of the following industries or professions? (READ LIST)
Yes
No
Don’t Know
Refused
A marketing research company?
1
2
8
9
An advertising agency or public relations company
1
2
8
9
A company which is a retailer or distributor of wines
1
2
8
9
(IF "YES" "DON'T KNOW" OR REFUSED TO ANY QUESTION,THANK, TERMINATE, TALLY AND BEGIN AGAIN)
(Yes/Don’t Know)123456789101112131415
(Refused)123456789101112131415
Within the past month, have you purchased for yourself or others a bottle of domestic or imported wine?
1YesSKIP TO Q.5
2NoContinue
DDon’tknowCONTINUE
RRefusedCONTINUE
Within the next six months, are you likely to purchase for yourself or others, a bottle of domestic or imported wine?
1YesCONTINUE
2NoTERMINATE
DDon’tknowTERMINATE
RRefusedTERMINATE
How important are each of the following attributes in motivating your purchase of a wine?
Not at allImportantExtremely Important
Flavor_________________________
Bouquet_________________________
After-taste_________________________
Country of origin_________________________
Price_________________________
Bitterness_________________________
Aroma_________________________
Complexity_________________________
Body_________________________
An importer of wines from South Africa is planning to introduce a 2003 Merlot from low acid grapes that is described as clean, rich and floral in nature.How would you evaluate this wine on the following scales below:
Weak Flavored_________________________Full Flavored
Simple Bouquet_________________________Full Bouquet
Strong After Taste_________________________Weak After Taste
Bitter_________________________Not Bitter
Good Aroma_________________________Bad Aroma
Complex_________________________Simple
Light Bodied_________________________Full Bodied
6a.An importer of wines from aleading wine producing country is planning to
introduce a 2003 Merlot from lowacid grapes that is described as clean, rich
and floral in nature.How would you evaluate this wine on thefollowing
scales below:
Weak Flavored_________________________Full Flavored
Simple Bouquet_________________________Full Bouquet
Strong After Taste_________________________Weak After Taste
Bitter_________________________Not Bitter
Good Aroma_________________________Bad Aroma
Complex_________________________Simple
Light Bodied_________________________Full Bodied
(LIBBY: 50completes for 6 and 6a in each city please)
7.How many glasses of wine wouldyou say you drink in a given week?_____
8.What is your favorite typeof wine (i.e., Merlot, Pinot Noir, Chardonnay) __________________
9.In your opinion, whichcountry makes the best wines?____________
10.What is your favourite brandof wine?__________________
11.Why do you say that?________________________________________________________________
12.What do you think aboutwines produced in South Africa?____________________
12.Areyou…
1Single, that is never married
2Single, living with a partner
3Married
4Separated
5Widowed, or
6Divorced
RPrefer not to say
13.Please enter your age.
_________(RANGE 18-98)
RPrefer not to say
14.Which of the following best describes yourcurrent employment situation?
1Employed Full-time
2Employed Part-time
3Not employed, retired
4Not employed, homemaker
5Not employed, student
6Not employed, temporarily unemployed
7Other (SPECIFY) _______
RPrefer not to say
15.What is the last grade of school youcompleted?
1Less than high school graduate
2High school graduate
3Some college
4Graduated college
5Graduate school or more
6Technical school/Other
RPrefer not to say
16.Is your total annual household income fromall sources, and before taxes:
1Less than $15,000
2$15,000 but less than $25,000
3$25,000 but less than $35,000
4$35,000 but less than $50,000
5$50,000 but less than $75,000
6$75,000 but less than $100,000
7$100,000 and over
RPrefer not to say
17.What state do you reside in?
(PN:PULL IN STATE CODE LIST)
THANKYOU FOR YOUR PARTICIPATION!
Methodology
Distributor
Study:Telephone survey of a randomsample of wine distributors in New York, Chicago and Washington D.C.
Sample size of ten in eacharea (total of 30).Plentiful use ofopen-ended questions.
Consumer
Study:Mail questionnaire (anonymity is required because of sensitiveinformation and good response rates are required).Screen on whether or not they drinkwine.100 completed responses for eachmarket, if findings for each market are to be generalized.