BUYING BEHAVIOR AND ATTITUDES TO WINE FINDINGS OF A FIELD SURVEY AMONG YOUNGER CONSUMERS (18 – 35 years)

The following paper presents some particular results of a research project conductet at the Technical University of Munich-Weihenstephan.
It can be roughly divided into four stages.
On the first stage there is a short summary of the various problems of the EEC and especially German wine market, which made the project going.

On the second stage the major objectives of the project are listed and the design of the study is explained.

The third stage contains some findings of the survey.
The evaluation of choice criteria and information-behavior concerning the wine purchase are treated here.

On the fourth stage some rough conclusions are drawn.

Horticultural Economics and Marketing, XXIII IHC

R. Hauck

https://doi.org/10.17660/ActaHortic.1991.295.16