Issue link: http://winesandvines.uberflip.com/i/543749
August 2015 P R A C T I C A L W I N E R Y & V I N E YA R D 61 W I N E M A R K E T I N G name categories were not influenced by prior brand experience or loyalty. Each respondent was asked the same questions about the seven brand name categories, resulting in a maximum of 990 distinct cases (roughly 141 respondents by seven brand name category examples with variations due to pair-wise deletion). Results and discussion The sample of 141 respondents was 56% male and 44% female. The largest age category was 25-34 (27%) followed by 45-54 (26%), 55-64 (20%), 35-44 (18%), 65+ (7%) and 18-24 (2%). Almost half of the respondents consumed wine most days (49%), followed by weekly (31%) and daily (10%). Many respondents pur- chased wine most days (41.8%) followed by weekly (28%) and twice per month (20%). A series of one-way ANOVAs (analy- ses of variance) were performed across the brand name categories examining variation relative to respondents' likeli- ness to purchase, perceptions of quality, the price they would be prepared to pay, their ability to pronounce the brand name and their comfort asking for the wine by name in a store or restaurant. Post hoc tests were performed to exam- ine specific differences across the depen- dent variables. Figure 1 illustrates that examples of indigenous brand names had the highest "likely to purchase" score, which was significantly higher than all other brand categories. Personal 3.5 3 2.5 2 1.5 Poten al for purchase Brand name category Figure 1. Scale ranged from 1 "very unlikely" to 5 "very likely." Brand name category Prepared to pay 3.5 3 2.5 2 1.5 Figure 3. Scale ranged from 1 "less than $9.99" to 5 "$30+." Quality expecta ons 3.5 3 2.5 2 1.5 Brand name category Figure 2. Scale ranged from 1 "very low" to 5 "very high." mercadercorkusa.com info@mercadercorkusa.com T. (707) 395 4765 701 Healdsburg Ave. - Healdsburg CA, 95448 USA Your success is our prioritY