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2. 3. Executive Summary. The primary objective of this research is to use marketing research to understand the attitudes of the general population in the San Luis Obispo and Five Cities Area concerning the local viticulture and wine industry.. 4. Executive Summary. Over half of the respondents indicated that they were familiar with the grape growing and wine industries.Most respondents obtained information about the grape growing and wine industries fromNewspapersFriends and familyTasting9456
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1. 1 A Marketing Research Study of San Luis Obispo/ Five Cites Area Residents’ Attitudes Regarding The Local Viticulture and Wine Industry Presented by
Marianne McGarry Wolf, Bill Amspacher, and Bob Noyes
College of Agriculture
California Polytechnic State University
San Luis Obispo, California
May 22, 2000
2. 2
3. 3 Executive Summary The primary objective of this research is to use marketing research to understand
the attitudes of the general population in the San Luis Obispo and Five Cities Area concerning the local viticulture and wine industry.
4. 4 Executive Summary Over half of the respondents indicated that they were familiar with the grape growing and wine industries.
Most respondents obtained information about the grape growing and wine industries from
Newspapers
Friends and family
Tasting Rooms
Television news.
5. 5 Executive Summary Most respondents believed that the following are appropriate sources of information about the grape growing and wine industries:
Visits to a winey
Newspaper reporters
Television news reporters
Representatives from local wineries and grape producers.
6. 6 Executive Summary Residents’ perceptions were very positive for the grape growing industry and wineries.
Residents perceived the grape growing industry to
Have a positive impact on the economy
Produce premium grapes and wine
Promote the image of the area
Improve tourism.
Residents perceived the wineries to
Improve tourism
Have a positive impact on the economy
Provide good places for events
Promote the image of the area
Produce premium grapes and wine.
7. 7 Executive Summary Survey respondents believe that grape growing and the wine producing industry are
Good neighbors
Environmentally friendly.
Further, they believe that the wine industry is
a good corporate citizen relative to other local businesses.
8. 8 Executive Summary Survey respondents believe that agriculture, grape growing, and the wine producing industry
Have a positive impact on the quality of life in the San Luis Obispo and Five Cities area.
9. 9 Executive Summary A comparison of the attitudes of the residents in the San Luis Obispo and Five Cities area indicates that they have similar attitudes toward the wine and grape growing industries.
The two groups of residents have some differences in their information sources and perceptions concerning specific descriptions of the wine and grape growing industries.
10. 10 Executive Summary A comparison of the attitudes of the residents that are very familiar with the wine industry in the Edna Valley and Arroyo Grande Valley with those that are not very familiar with it
shows that the more familiar respondents are with the wine industry, the more positive they are about it.
11. 11 Executive Summary Respondents that lived closer to a vineyard were more likely to perceive the wine industry as
A good corporate citizen
A good neighbor.
12. 12
Background, Objective and Methodology
13. 13 Background The recent growth in the wine industry in Edna Valley and Arroyo Grande has led to both negative and positive reactions from different segments of the community.
Sonoma County has also experienced criticism from vocal opponents.
However, a poll conducted among registered voters indicated that the negative views were not shared by the general population. (Richard Cartier’s Wine Market Report, November 1, 1999)
14. 14 Objective
The primary objective of this project is to use marketing research to understand the attitudes of the general population in the San Luis Obispo and Five Cities Area
concerning the local viticulture and wine industry.
15. 15 Methodology
A survey of 523 San Luis Obispo and Five Cities residents examines consumer attitudes.
This sample generates a sampling error of approximately +/-4 percentage points.
16. 16 Methodology
The survey instrument was administered through the use of personal interviews in March and April 2000.
Personal interviews were conducted at local supermarkets that were dispersed geographically to generate a sample that is representative of the local residents.
17. 17 Methodology
The random sample screened to ensure that respondents
Were 21 years or older
Were local residents.
Local college students were excluded from the sample.
18. 18
Sample Demographics
19. 19 Sample Demographics The sample demographics are compared to the demographics of the San Luis Obispo and Five Cities area
to show that the sample is representative of the area population.
A limitation of the comparison is that the demographics for the San Luis Obispo and Five Cities area are based on the U.S. 1990 Census statistics that are 10 years old.
20. 20 Residency
21. 21 Sample Demographics
22. 22
Familiarity with the Grape Growing and Wine Industries
23. 23 Familiarity with Grape Growing andWine Industry
24. 24 Sources that Informed About the Grape and Wine Industries
25. 25 Sources that Informed About the Grape and Wine Industries
26. 26 Information Sources that Respondents Believe Are Appropriate
27. 27 Information Sources that Respondents Believe Are Appropriate
28. 28 Perceptions ofthe Grape and Wine Industries
29. 29 Perceptions ofthe Grape and Wine Industries
30. 30 Perceptions ofthe Grape and Wine Industries
31. 31 Perceptions ofthe Grape Growing Industry
32. 32 Perceptions ofthe Grape Growing Industry
33. 33 Perceptions of Grape Growing Industry
34. 34 Perceptions of Grape Growing Industry
35. 35 Perceptions ofWineries
36. 36 Perceptions of Wineries
37. 37 Perceptions of Wineries
38. 38 Ranking of Descriptions
39. 39 Ranking of Ratings
40. 40 Impact on Quality of Life
41. 41 Type of Neighbor
42. 42 Wine Industry is a Good Corporate Citizen
43. 43 The Wine Industry is a Good Neighbor
44. 44 Wine Production is an Environmentally Friendly Industry
45. 45 Growing Grapes is an Environmentally Friendly Industry
46. 46 The Grape Growing Industry is a Good Neighbor
47. 47 Living Distance
48. 48 A Comparison of Responses from San Luis Obispo Residents and Five Cities Residents
49. 49 SLO/Five Cities
50. 50 SLO/Five Cities
51. 51 SLO/Five Cities
52. 52 Sources that Informed About the Grape and Wine Industries
53. 53 Sources that Informed About the Grape and Wine Industries
54. 54 Sources that Informed About the Grape and Wine Industries
55. 55 Ranking of Sources that Informed About the Grape and Wine Industries
56. 56 Information Sources that Respondents Believe Are Appropriate
57. 57 Information Sources that Respondents Believe Are Appropriate
58. 58 Information Sources that Respondents Believe Are Appropriate
59. 59 Ranking of Information Sources that Respondents Believe Are Appropriate
60. 60 Living Distance
61. 61 Perceptions ofthe Grape Growing Industry
62. 62 Perceptions of Grape Growing Industry
63. 63 Perceptions of Grape Growing Industry
64. 64 Perceptions of Wineries
65. 65 Perceptions of Wineries
66. 66 Perceptions of Wineries
67. 67 A Comparison of Respondents that are Familiar and Not Familiar with Wine Industry
68. 68 Familiarity
69. 69 Familiarity
70. 70 Familiarity
71. 71 Living Distance
72. 72 Gender
73. 73 Status
74. 74 Employment
75. 75 Dual Income
76. 76 Familiar with Grape Growing Industry
77. 77 Sources that Informed About the Grape and Wine Industries
78. 78 Ranking of Sources that Informed About the Grape and Wine Industries
79. 79 Information Sources that Respondents Believe Are Appropriate
80. 80 Ranking of Information Sources that Respondents Believe Are Appropriate
81. 81 Type of Neighbor
82. 82 The Wine Industry is a Good Corporate Citizen Relative to other Local Business
83. 83 The Wine Industry is a Good Neighbor
84. 84 Wine Production is an Environmentally Friendly Industry
85. 85 Growing Grapes is an Environmentally Friendly Industry
86. 86 The Grape Growing Industry is a Good Neighbor
87. 87 Perceptions ofthe Grape Growing Industry
88. 88 Perceptions ofthe Grape Growing Industry
89. 89 Perceptions ofthe Grape Growing Industry
90. 90 Perceptions ofWineries
91. 91 Perceptions ofWineries
92. 92 Perceptions ofWineries
93. 93 A Comparison of Respondents Based on Closeness of Residence to a Vineyard
94. 94 Proximity to a Vineyard
95. 95 Proximity to a Vineyard
96. 96 The Wine Industry is a Good Corporate Citizen Relative to other Local Business
97. 97 The Grape Growing Industry is a Good Neighbor
98. 98 Conclusions
99. 99 Conclusions Over half of the respondents indicated that they were familiar with the grape growing and wine industries.
Most respondents had very positive perceptions about the grape growing and wine industries.
100. 100 Conclusions A comparison of the attitudes of the residents that are familiar with the wine industry in the Edna Valley and Arroyo Grande Valley with those that are not familiar with the wine industry
shows that the more familiar respondents are with the wine industry, the more positive they are about it.
101. 101 Conclusions
Therefore, it is important to educate residents of the San Luis Obispo and the Five Cities area about the wine and grape growing industries to
maintain familiarity with the industries
and the positive image residents have of the wine and grape growing industries in the Edna Valley and Arroyo Grande Valley.
102. 102 Conclusions Most respondents believed that the following are appropriate sources of information about the grape growing and wine industries:
Visits to a winey
Newspaper reporters
Television news reporters
Representatives from local wineries and grape producers.
Efforts should be made by the vintners and growers to provide information about their industries through these sources.
103. 103 Appendix A The Sample Demographics
104. 104 Sample Demographics The sample demographics are compared to the demographics of the San Luis Obispo and Five Cities area to show that the sample is representative of the area population.
A limitation of the comparison is that the demographics for the San Luis Obispo and Five Cities area are based on the U.S. 1990 Census statistics that are 10 years old.
105. 105 Residency
106. 106 AGE
107. 107 Gender
108. 108 Marital Status
109. 109 Education
110. 110 Employment
111. 111 Dual Income
112. 112 Registered Voter
113. 113 Income
114. 114 Employment of Family Members
115. 115 Beverages Purchased in the Past Year
116. 116 Appendix B SLO and Five Cities Demographics
117. 117 SLO/Five Cities
118. 118 Status
119. 119 Education
120. 120 Employment
121. 121 Beverages Purchased in the Past Year
122. 122 Appendix CQuestionnaire