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60 P R A C T I C A L W I N E R Y & V I N E YA R D August 2015 W I N E M A R K E T I N G with consumer attitudes and purchase intensions. First phase — classifying New Zealand wine brands The brand names utilized by New Zealand wine companies were identi- fied through searching the wine aisles of retail stores and the inventories of online wine distributors. The subsequent list of 600 brand names was then classified into seven categories: 1. Regional—Brand name contains ref- erence to an official winegrowing region. 2. Geographic —Brand name refers to a land feature, or a real or fictional place. 3. Indigenous —Brand name is based on a Maori word or name. 4. Animal—Brand name contains refer- ence to an animal. 5. Humorous —Brand name is quirky, novel or comical. 6. Personal—Brand name is based on a person's given or surname. 7. International—Brand name is based on a foreign-sounding language. It should be noted that most, if not all, wine labels include a mention of the wine's region of origin. In this study, the regional category included wines where the region of origin had been incorpo- rated into the wine's brand name. Second phase —brand perceptions and evaluation questionnaire An online questionnaire was devel- oped and distributed to consumers through the websites of established specialty wine stores in New Zealand. Respondents were provided with a wine brand name and asked questions about their perceptions based solely on the brand name (they were not pro- vided with other information such as price or label design). Consumers have positive price and quality perceptions toward wines that are named after a particular person. The questionnaire provided examples of wine brand names from each of the seven categories, and the example brand names clearly fit into just one of the categories and not into multiple catego- ries. Three different example wine brand names were used in various versions of the questionnaires (the three indigenous brand names were Te Whare Ra, Te Mata and Tohu). Respondents were asked to indicate how likely they were to purchase the wine brand (from 1 "very unlikely" to 5 "very likely") and to rate their percep- tions of quality of the wine brand (from 1 "very low" to 5 "very high"). Respondents were asked to indicate the price they would be willing to pay for the wine brand: 1. Less than $9.99 2. $10 – $14.99 3. $15 – $19.99 4. $20 – $29.99 5. $30+ Other scales were developed to mea- sure the respondents' ability to pro- nounce the brand name (from 1 "not confident" to 3 "confident") and to mea- sure how comfortable they would be to ask for the brand name in a store or restaurant (from 1 "not comfortable" to 3 "comfortable"). Although 218 respondents com- pleted the online questionnaire, only 141 respondents with no previous pur- chasing or consumption experience of the example wine brand provided were included in the analysis. This meant that their perceptions of the various brand The Palace Hotel San Francisco AUGUST 16 1-5 Trade 2:30-5 Public To attend: www.familywinemakers.org Great Wine A Family Tradition Family Winemakers Anniversary Tasting