MBA dissertation on Wine buying
This is a request for a few minutes of your time. As part of my MBA,
I'm writing about wine buyers, their behaviour and their responses
when faced with 500 wines in a supermarket.
I have a very quick (5 minute) questionnaire at www.winesurvey.net
I don't ask for your contact details, nor how much you earn - it's
strictly non commercial. I give a charity donation for each of the
first 200 responses rather than offer a prize. I will make the
results available to whoever asks, and will post full results on the
site in December.
OK, I've done my best. But I found some of the answers on offer to be
confusing, and others didn't reflect my opinions. As examples, what does
'help me' mean in the list of answers to 'What is your view on matching
wine to appropriate food'? Are you trapped in that MBA programme? And at
the moment we buy wines by country, as it were; Spain and Portugal by
preference. This isn't necessarily quite the same thing as 'origin', but
'country' is only an option for a second factor. If we're in a
wine-producing area we do try to drink local wines, but we're usually in
Shropshire or Scotland, so we end up drinking a lot of water.
Holiday season and I've been sampling
the wines of Alsace. "help me" as a middle response was an attempt at
saying "I'm neutral on this" Prof. Lulie Halstead says that what most
people want to know on a back label is "tell me how it (the wine)
tastes and tell me what food goes with it". If people tend to care
what food they match with wine they will (so the theory goes) also be
prepared to pay a little more as well...