Degree on MARKETING & MARKET RESEARCH
Analysis and marketing research course
“SURVEY ABOUT THE WORLD OF WINE”
The following questions are part of a project about the world of wine, for Analysis and marketing
research course by Business School of University of Pisa. The interview is made in anonymous
form and all information for the research would be treated in exclusive way for this project. Your
collaboration is very important for us! It will take just few minutes of your time! Thank you!
1) DO YOU LIKE DRINK WINE?
€ Yes € No
2) WHEN DO YOU USUALLY DRINK WINE? PLEASE INDICATE THE FIRST TWO
IMPORTANT OPTIONS FOR YOU. € Everyday, during meals
€ Prevalently on weekends € For special events € As aperitifs
€ Every time that I go out for dinner. € Other:
_____________________________________________________________________________ _____________________________________________________________________________
3) WHERE DO YOU BUY WINE? PLEASE INDICATE YOUR FREQUENCY OF PURCHASE
FOR EACH PLACE.
(1=never / 2=rarely / 3= sometimes / 4=often / 5= always)
1 2 3 4 5
Wine bar € € € € €
Supermarket / Superstore € € € € €
Small grower / producer € € € € €
Internet € € € € €
Shop (mq <50) € € € € €
Winery shop € € € € €
Other:……… € € € € €
………...
4) IN WHICH OCCASIONS DO YOU BUY WINE? PLEASE INDICATE THE FIRST TWO
IMPORTANT OPTIONS FOR YOU. € Daily personal use
€ Occasional personal use € Special occasions € Anniversary € Gift € Other: ________________________________________________________________________________ ________________________________________________________________________________
5) HOW MUCH ARE YOU READY TO SPEND FOR A BOTTLE OF WINE?
€ Under 5 € € 5 € - 10 € € 10 € - 20€ € Over 20 €
6) WHEN YOU CHOOSE A BOTTLE OF WINE, WHICH IS THE IMPORTANCE OF THE
FOLLOWING ATTRIBUTES?
( 1= not important / 2= not very important / 3= important enough / 4= important/ 5=very important )
1 2 3 4 5
Price € € € € €
Pleasant Label € € € € €
(The image impresses me / I believe that design is lovely)
Information on the label € € € € €
Advice of friends € € € € €
Advice of waiter / sommelier € € € € €
Charm of the name € € € € €
Match with food € € € € €
Other (To specify) :……… € € € € € ………...
7) DO YOU KNOW BRUNELLO DI
MONTALCINO? € Yes
€ No
8)HAVE YOU EVER TASTED BRUNELLO DI MONTALCINO? € Yes
€ No
9) PLEASE INDICATE YOUR AGREEMENT OF THE FOLLOWING STATEMENT:
(1= strongly disagree / 2=disagree enough / 3=neither agree nor disagree / 4= agree enough / 5= strongly agree)
1 2 3 4 5
A wine attracts me if it has a lovely image on the label. € € € € € The more expensive is the price of wine,
the more elevate is the quality. € € € € € Brunello di Montalcino is a wine for experts. € € € € € Brunello di Montalcino is a wine for special occasions. € € € € € Brunello di Montalcino is a very expensive wine. € € € € € A bottle that looks like Brunello di Montalcino is
precious only if it cost over 20 euro. € € € € €
€ Yes € No
If YES …. Go to question number 11. If NO …. Go to question number 14.
11) WHERE IS LOCATED THE LAST WINERY YOU VISITED?
………..
12) HOW DID YOU HEAR ABOUT THE WINERY THAT YOU HAVE VISITED?
€ Advertising on press / radio / tv
€ Word of mouth € Internet
€ Tour operator € On the place, by chance
13) WHICH SERVICES WERE PROVIDED IN THE WINERY?
(Select squares that you believe necessary) € Wine tasting
€ Restaurant
€ Tour of wine firm (production/vineyards, etc.) € Bar/café € Multimedia Area € Multilanguage Assistance € Other:………. ……… Go to question number 16!
14) WHY DIDN’T YOU VISIT A WINERY?
……… ………
15) IF YOU COULD, WOULD YOU BE INTERESTED TO VISIT A WINERY?
€ Yes € No
16) WHAT WOULD PERSUADE YOU TO VISIT A WINERY? PLEASE INDICATE THE
IMPORTANCE OF THE FOLLOWING ATTRIBUTES:
1 2 3 4 5
A particular advertising on press / radio / tv € € € € €
The advice of a friend € € € € €
An interesting web site € € € € €
The advice of a Tour Operator € € € € € If the visit would be enclosed in a Tourist Route € € € € €
Other:……….. € € € € €
………
17) WHAT WOULD YOU LIKE TO FIND WHEN YOU VISIT A WINERY? PLEASE
INDICATE THE IMPORTANCE OF THE FOLLOWING OPTIONS:
( 1= insignificant / 2= not very important / 3= important enough / 4= important / 5=very important )
1 2 3 4 5
Wine tasting € € € € €
Tour of wine firm (production/vineyards, etc.) € € € € €
Restaurant € € € € €
Bar/café € € € € €
Multimedia Area € € € € €
Multilanguage Assistance € € € € €
Audiovisual section about wine and traditions € € € € € Other:………... € € € € € ………...
18) ANSWER TO THE FOLLOWING QUESTION:
WHERE IS «VINCI»?
19) ANSWER TO THE FOLLOWING PARADOXICAL ITEMS, MAKING THE REQUESTED
ASSOCIATION:
PLACE AN X WHERE IS MORE SUITABLE!
If «Leonardo da Vinci» was a car, it would be a: _________________________________ If «Leonardo da Vinci» was a food, it would be a: _________________________________ If «Leonardo da Vinci» was a wine, it would be a: _________________________________ If «Leonardo da Vinci» was a song, it would be a: _________________________________ If «Leonardo da Vinci» was a place, it would be a: _________________________________
20) WHICH OF THE FOLLOWING LABEL IS SUITABLE FOR A BOTTLE OF WINE?
(Select one option!)
€ €
€
21) KEEP IN MIND THE LABEL THAT YOU HAVE CHOSEN. WHICH OF THE
FOLLOWING NAMES IS MORE SUITABLE FOR A WINE?
€ ___ Leonardo – Brunello € ___ Da Vinci – Brunello € ___ Leda – Brunello € ___ Torredoro – Brunello € ___ Torremozza - Brunello € ___ Bonfanti – Brunello
€ ___ Cantina di Montalcino – Brunello € ___ Lex Naturae – Brunello
€ ___ Cignodoro – Brunello € ___ Cignonero - Brunello
22) PLEASE SIGN WITH AN X BETWEEN THE EXTREMES PROPOSED, THE POSITION
THAT BETTER DESCRIBES THE LABEL YOU INDICATED BEFORE AS THE MORE SUITABLE FOR A BOTTLE OF WINE.
This label is:
Pleasant _ _ _ _ _ _ _ _ _ _ _ _ Unpleasant Complex _ _ _ _ _ _ _ _ _ _ _ _ Simple
For a luxury wine _ _ _ _ _ _ _ _ _ _ _ _ For a everydaywine Innovative _ _ _ _ _ _ _ _ _ _ _ _ Traditional Light _ _ _ _ _ _ _ _ _ _ _ _ Heavy Original _ _ _ _ _ _ _ _ _ _ _ _ Common Cheerful _ _ _ _ _ _ _ _ _ _ _ _ Melancholy Hot _ _ _ _ _ _ _ _ _ _ _ _ Cold Young _ _ _ _ _ _ _ _ _ _ _ _ Old Intriguing _ _ _ _ _ _ _ _ _ _ _ _ Superficial For a white wine _ _ _ _ _ _ _ _ _ _ _ _ For a red wine For a wine right for For a wine right for
a wine-bar _ _ _ _ _ _ _ _ _ _ _ _ a supermarket
Personal data given with this interview are essential for elaboration of statistics. It is guaranteed
their use in absolutely confidential way, with total respect of the law and the privacy protection. ADDRESS: ……… SEX: € Male € Female AGE:
€ Under 20 years old € 20/30 years old € 31/40 years old € 41/60 years old € 61/80 years old € Over 80 years old
ANNUAL INCOME: € Under 20000 € € 21000 € - 40000 € € 41000 € - 60000 € 61000 € - 80000 € € Over 80000 € QUALIFICATION: € Primary school € Average school € High school € College degree MARITAL STATUS € Single € Married
€ Common-law husband / wife € Separated / Divorced
CAR THAT YOU DRIVE: € Utility car € Sedan € SUV € Off-road € Space wagon € Cabriolet/Spider € Coupé € Sports Wagon € Other
