Assisting Mid-Atlantic Wine Industry Stakeholders in Developing Consumer-Centric Marketing Strategies: Internet Survey Results

Authors

Abigail Miller, Pennsylvania State University
Kathleen M. Kelley, Pennsylvania State University
Denise M. Gardner, Pennsylvania State University
Ramu Govindasamy, Rutgers University
Jeffrey Hyde, Pennsylvania State University
Bradley Rickard, Cornell University
Karl Storchmann, New York University

Volume

56

Issue

1

DOI

10.34068/joe.56.01.13

Abstract

Two Internet surveys were administered to wine consumers in New Jersey, New York, and Pennsylvania. Purchasing frequencies, consumption occasions, and sources used to learn about wine were documented. National data are readily available; however, the study discussed in this article focused on Mid-Atlantic consumers, whose behaviors and attitudes were not well understood. These data provide Extension personnel in the region with the ability to better inform industry members about their clientele and help them develop marketing strategies that appeal to local wine drinkers.

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

Recommended Citation

Miller, A., Kelley, K. M., Gardner, D. M., Govindasamy, R., Hyde, J., Rickard, B., & Storchmann, K. (2018). Assisting Mid-Atlantic Wine Industry Stakeholders in Developing Consumer-Centric Marketing Strategies: Internet Survey Results. The Journal of Extension, 56(1), Article 13. https://doi.org/10.34068/joe.56.01.13