Market research for academic purposes: What do you know about wine from the Tuscany (Italy) region?

The University of Siena, located in Italy's Tuscany region, is actively researching the specifics of wine consumption in Lithuania.

 

 

This survey will be used for a master's thesis aimed at examining how Lithuanians perceive and what their knowledge is about wine from the Tuscany region.

 

 

The research focuses specifically on two main types of Tuscan wines: “Brunello di Montalcino” and “Chianti Classico”.

 

 

 

Thank you very much for your time.

Market research for academic purposes: What do you know about wine from the Tuscany (Italy) region?
Results are publicly available
Estimated answer time

1) How often do you drink wine?

2) How would you describe your knowledge of wine?

3) Where/how do you most like to buy wine?

4) Rank the types of information relevant to you when buying a bottle of wine in order of importance, marking 1 as “least important” and 5 as “most important”:

12345
Brand
Country of origin
Alcohol content
Grape variety
Price

5) Rate the statements from 1 “strongly disagree” to 5 “strongly agree”:

12345
I know a lot about Italian wine
I enjoy reading online news about Italian wine
I can distinguish different wine regions.

6) Would you agree to pay more for Italian wine?

7) Rate how much these characteristics are associated with Italian wine on a scale from 1 to 5, where 1 means “least associated” and 5 means “most associated”:

12345
Tradition/culture
Elegance
High quality
Distinctive
The older, the better
Trendy

8) Do you know where the city of Montalcino is located?

9) Have you ever tasted “Brunello di Montalcino” wine?

10) Have you ever visited the region where “Brunello di Montalcino” wine is made?

11) Rate how much these characteristics are associated with “Brunello di Montalcino” wine on a scale from 1 to 5, where 1 means “least associated” and 5 means “most associated”:

12345
Tradition/culture
Elegance
High quality
Distinctive
The older, the better
Trendy

12) Would you agree to pay more for “Brunello di Montalcino” wine?

13) Rank the types of information relevant to you when buying a bottle of “Brunello di Montalcino” wine in order of importance, marking 1 as “least important” and 5 as “most important”:

12345
Brand
Alcohol content
Grape variety
Country of origin
Price

14) Do you know which region “Chianti Classico” wine comes from?

15) Have you ever tasted “Chianti Classico” wine?

16) Have you ever visited the region where “Chianti Classico” wine is made?

17) Rate how much these characteristics are associated with “Chianti Classico” wine on a scale from 1 to 5, where 1 means “least associated” and 5 means “most associated”:

12345
Tradition/culture
Elegance
High quality
Distinctive
The older, the better
Trendy

18) Would you agree to pay more for “Chianti Classico” wine?

19) Rank the types of information relevant to you when buying a bottle of “Chianti Classico” wine in order of importance, marking 1 as “least important” and 5 as “most important”:

12345
Brand
Alcohol content
Grape variety
Country of origin
Price

20) Gender:

21) Age:

22) Annual net income:

23) Education:

24) Employment: