Role of Advertising

Market Research: Wine Horizon

Si (Casey) Zheng

998930554

Research Background:

Wine horizon wants to introduce the line of champagne with innovative packaging, which aiming for the fact that consumers’ preferences have increasingly shifted to the “lightness” segment and small packaging. Wine horizon however, also can introduce the traditional bottled champagne which they have a long history of selling to established hotels and restaurants.

Methodology/Questionnaire design:

1. Measure consumers’ acceptance of wine in six-packs

By testing only in the selective market for six-pack wines gives the researcher the knowledge how consumers both exposed or not exposed to the new packaging, evaluate the six-pack wine.

However, one can also argue that this creates a selection bias which the tested market has a higher ratio of new packaging exposure to consumers, thus it may result in a higher acceptance rate for the six-pack wine. Therefore, the research could be conducted also in the non-tested markets and randomizes its participants to achieve a relatively unbiased view on the new packaging of wine. One underlying relation is that people who accept six-packs wine are more likely to give the six-packs champagne a higher rating for acceptance. This also ties back to the underlying assumption that six-pack wine has a strong association with six-pack champagne which can extend even to similar target market. On a smaller scale, the order of the questions is also crucial in the questionnaire. For example, for questions 9 and 10, if the participants respond that they have purchased the wine in 6-pack before, they are more prone to answer that they think it is a good idea to back up his purchase decisions. Rather...