Factors Affecting Wine Preferences

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  • Topic: Wine, Wine tasting, Winemaking
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  • Published : December 13, 2012
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THE ACCEPTABILITY OF LOCAL WINES IN FINE DINING RESTAURANTS

A thesis presented to the faculty of the
Hotel and Restaurant Management Department
Of St. Paul University Quezon City

In partial fulfillment of the requirements
for the Degree of Bachelor of Science
in Hotel and Restaurant Management

Lovely Joy A. Alejandro
Cyril Anne T. Amorato

October 2012

TABLE OF CONTENTS
Acknowledgement……………………………………………………………….. i
Abstract…………………………………………………………………………... ii
Chapter
I. THE PROBLEM AND A REVIEW OF RELATED LITERATURE
Introduction ……………………………………………………………………. 1 Review of Related Literature ………………………………………………….. 2 Conceptual Framework ………………………………………………………... 8
Statement of the Problem ……………………………………………………… 9
Definition of Terms…………………………………………………………….. 10
Scope and Limitations of the Study …………………………………………… 11
Significance of the Study ……………………………………………………… 11 II. METHOD
Data Gathering Procedure ……………………………………………………. 12
Data Analysis ………………………………………………………………… 12 APPENDIX
A. Permission Letter
B. Validation Letter
C. Questionnaire
D. Consultation Form
III. RESULTS
Results …………………………………………………………………………. 13 Discussion ……………………………………………………………………… 22

IV. SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS
Summary ………………………………………………………………………… 25 Conclusions……………………………………………………………………….. 26 Recommendations………………………………………………………………… 27

REFERENCES ……………………………………………………………………. 28

Chapter 1
THE PROBLEM AND A REVIEW OF RELATED LITERATURE

Introduction
Wine consumers generally have access to a wide variety of wines with different tastes, quality, prices and other related attributes. The purchase of such a product can be influenced by aspects such as product characteristics, the perceived qualities of a producer, and the consumer’s own characteristics. Wine producers, for example, try to influence potential consumers by reducing some of the uncertainty concerning their wines. To this end, producers create several wine brands for the same varieties based on the quality of the grape juice, which could be a signal or self-declaration on quality. Other indicators are vintage, winery and its reputation, geographical location and other external characteristics to classify the wine. With respect to the consumer’s personal characteristics, their preference and previous experience and knowledge of the product category might affect their purchasing decision. The decision to buy or not to buy a bottle of wine therefore depends on the consumer’s perception about these factors. The purchasing decision becomes even more complex once the potential consumer faces multiple alternatives to choose from. There has been rather limited work, however, aimed at modeling this purchasing decision process in wines. More specifically, there is no complete understanding of the competitive intensity between various wines available to the consumer.

In the Philippines, wines are being exported to the other countries like United States of America, some parts of France, Thailand, Malaysia and other Asian countries. However, very little is known about the Philippine local wine market and the extent it affects wine preferences in fine dining restaurants. Thus, this study aimed to determine the acceptability of local wine in fine dining restaurants.

Review of Related Literature
Foreign Literature
Wine Consumption
As found in previous studies (Wine Market Council, 2004), core wine drinkers, those who drink wine weekly or more often, account for a preponderance of wine consumed in the U.S. While core wine drinkers represent just 12.5 percent of all U.S. adults, they account for 86 percent of the wine consumed. The remaining 14 percent of wine consumption is accounted for by the 13.9 percent of adults who are marginal wine drinkers, those who drink wine less than weekly but at least 2-3 times a month and like wine. The occasional wine drinker tends to like wine and might buy more of it...
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