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Survey The survey was a good method to collect information about the target market’s wine consumption patterns and perspectives. Additionally, we were able to present them with a concept board about Strut and receive some early impressions about the brand, which would help us assess whether the brand should enter the Boston the market or not. The main findings of the survey are the following:
Attitudes and Behavior of Wine Consumption Wine Consumption Frequency The survey participants tend to drink wine between 2-3 times a week (30%) and once a week (27%). About 23% drink wine 2-3 times a month and less than 5% drink more than 3 times a week. For females in their 25-29s, the tendency is to drink wine once a week (36%), whereas the 30 years old and older, tend to drink between one and three times a week (35%). However, in the 21-24 age bracket, there are two different consumption patterns, 30% of the sample drinks wine 2-3 times a week and another 30% drinks once a month. Both females earning $20,000-$39,999 (35%) and over $60,000 (42%), tend to drink wine 2-3 times a week; while the under $20,000 (29%) and $40,000-$59,999 (33%) drinks wine once a week. Only people in the two higher income brackets drink wine 4-5 times a week and 14% of females with income under $20,000 drink wine less than once a month. (See table 1).