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A Marketing Research Study of San Luis Obispo

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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A Marketing Research Study of San Luis Obispo

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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 and Wine 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 of the Grape and Wine Industries

    29. 29 Perceptions of the Grape and Wine Industries

    30. 30 Perceptions of the Grape and Wine Industries

    31. 31 Perceptions of the Grape Growing Industry

    32. 32 Perceptions of the Grape Growing Industry

    33. 33 Perceptions of Grape Growing Industry

    34. 34 Perceptions of Grape Growing Industry

    35. 35 Perceptions of Wineries

    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 of the 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 of the Grape Growing Industry

    88. 88 Perceptions of the Grape Growing Industry

    89. 89 Perceptions of the Grape Growing Industry

    90. 90 Perceptions of Wineries

    91. 91 Perceptions of Wineries

    92. 92 Perceptions of Wineries

    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 C Questionnaire

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