AFRICAN WINE PERCEPTION IN USA

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.