BIBLIOGRAPHY PAKIAS, JHONA O. APRIL 2008. ...
BIBLIOGRAPHY
PAKIAS, JHONA O. APRIL 2008. Wine Preference of Consumers in Bontoc,
Mountain Province. Benguet State University, La Trinidad, Benguet.
Adviser: Jo Ann L. Guillao, BA Social Science
ABSTRACT
This study was conducted to determine the different kinds of wine frequently
purchase by the consumers, to find out the most preferred wine and why do they prefer
this kind of wine. Moreover, the study also aimed to determine significant factors that
influence the consumers’ decision in patronizing a certain product, their time of wine
consumption and their reasons for consuming wine.
The study was conducted from January to March 2008. A total of 100 respondents
from Bontoc were taken using random sampling. A survey questionnaire was distributed
to gather the necessary information needed. Personal interview was also done to verify
and validate the information gathered. The data were tabulated, analyzed, and interpreted
using descriptive statistics such as percentage, means, ranking and frequency counts.
Result of the study shows that the different kinds of wines in Bontoc, Mountain
Province are namely, rice wine, cherry wine, lemon, bugnay, pineapple, guava, duhat and
even mango wine.
The most preferred wine by consumers is rice wine while the least preferred is
duhat wine.
Consumers prefer rice wine because of its sweet taste, availability, and mild
alcohol content.
The study reveals that most of the wine consumers were in their middle age, male,
farmers and single.
Finding show that price, family’s choice, taste, nutritional value, color, packaging,
lifespan/ expiry date and culture are the influential factors in the decision of consumers to
patronize a certain wine product.
Moreover, it was also found out that wine consumption is mostly done in the
evening.
Reasons for wine consumption identified are for (1) relaxation, (2) appetizer, (3)
hospitality drink, (4) cooking ingredients and (5) sedatives.
Based on the above statements, the researcher recommends the entrepreneurs who
are engaged in wine industry are encouraged to generally look into the factors that affect
wine preference of consumers. Marketing strategies to be constructed should consider
the influential factors such as price sensitivity of consumers to capture a bigger market
share. They may also consider the following factors that may influence consumers
decision in wine consumption which include taste, nutritional value, color, packaging,
and expiry date of wine.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………… i
Abstract ………………………………………………………………………….. i
Table of Contents ………………………………………………………………… iii
INTRODUCTION
Rationale …………………………………………………………………. 1
Statement of the Problem ………………………………………………… 3
Objectives of the Study ………………………………………………….. 3
Importance of the Study …………………………………………………. 4
Scope and Delimitation ………………………………………………….. 4
REVIEW OF LITERATURE
Wine and Wine Making …………………………………………………. 5
Benefits of Drinking Wine ………………………………………………. 7
Pricing …………………………………………………………………… 8
Storage and Packaging ………………………………………………….. 9
Factors Influencing Wine
Consumption …………………………………………………………….. 10
iii
METHODOLOGY
Locale and Time of the Study ………………………………………….. 12
Data Gathering ………………………………………………………….. 13
Respondents of the Study ……………………………………………….. 13
Data Analysis ………………………………………………………….... 13
RESULTS AND DISCUSSION
Profile of the Respondents ……………………………………...………. 14
Wine Preference of Consumers …………………………..…………….. 16
Wine Preference of Consumers According
To Age Bracket ………………………………………………………… 17
Wine Consumption per Bottle…………...……………………………… 20
Price per Bottle of Wine ……………………………………………….. 19
Factors Affecting Consumers Preference
of Wine…………………………………………………………………. 21
Significant Factors Influencing Consumers
Decision to Patronize a Certain Wine Product ………………………… 21
Time of Wine Consumption …………………………………….……... 25
Reasons of Consuming Wine …………………………………………... 25
SUMMARY, CONCLUSIONS AND
RECOMMENDATIONS
iv
Summary ………………………………………………………………. 28
Conclusions ………………………………………………………...….. 29
Recommendations ...…………………………………………………… 29
LITERATURE CITED ………………………………………………………… 30
APPENDIX
Survey Questionnaire ………………………………………………….. 32
v
1
INTRODUCTION
Rationale
The word wine comes from Latin vinum, akin to Greek oinos, which means grape
wine, in a larger sense, it is the fermented juice of other fruits.
Wines are also made from fruits other than grapes. Fermented apple cider is
considered a wine. Perry is produced from pears. There are also cherry wines, plum
wines, and wines made from various berries. Many fruit wines are home-fermented
products, but some are manufactured commercially as well. Fruit wines contain about 12
percent alcohol.
In Bontoc, Mountain Province wine production is emerging as a promising
enterprise. The wine industry started in the province in 1990’s and boomed in year 2000.
Wines being produced in the province include bugnay wine, cherry, lemon, duhat,
mango, guava, pineapple and the rice wine. Wine producers were able to penetrate the
big markets with the successful staging of the Lang ay Festival, which highlighted the
locally produced wines which carries the generic name of “Lang-ay wine”. Likewise, the
government thru the Regional Department of Labor and Employment (Dole) provide
some fund for producers to boost production and create additional employment.
In the Philippines, based on the DOST reports, wine consumption increases by 10
percent every year. However, local production is minimal due to seasonality of fruits,
sustainability of raw materials, lack of marketing and promotion, poor packaging, and
labeling among others.
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Thus, DOST Undersecretary Maripaz Perez said that there is still a need to
improve the wine industry as a way of moving science and spreading cultural beliefs.
In this regard, this study will therefore look into the factors influencing the
consumers preference for wine in Bontoc, Mountain Province that may help producers
better understand wine preference of consumers and meet their requirements of a quality
wine product.
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Statement of the Problem
The study aims to answer the following questions:
1. What are the different kinds of wine in Mountain Province?
2. What is the most preferred kind of wine by consumers?
3. Why do the consumers prefer this kind of wine?
4. Who are the consumers of wines in Bontoc, Mountain Province?
5. Factors influencing consumers decision to patronize a certain wine product.
6. What time of the day do the consumers consume wine?
7. What are the reasons why consumers consume wine?
Objectives of the Study
This study aims:
1. To find out the different kinds of wine in Mountain Province.
2. To find out the most preferred kind of wine by the consumers.
3. To determine why do the consumers prefer this kind of wine.
4. To find out who are the consumers of wines at Bontoc, Mountain Province.
5. To determine the factors influencing consumers decision to patronize a certain
wine product.
6. To determine what time of the day do consumers consume wine.
7. To find out what are the reasons why do consumers consume wine product.
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Importance of the Study
The findings and result of this study will absolutely produce significant market
information that will help and benefit a number of wine producers and enterprises in the
locality. Owners and managers could use this information in their decision making on
what is to be done to ensure satisfaction of their target customers. At the same time,
information derived from the study will also develop necessary marketing strategies to
attract and hold customers. Entrepreneurs who are planning on putting up a wine
enterprise may also look into this information to effectively produce the best wine
product to customers.
Moreover, the findings of this study will serve as a basis of further investigation
by future researchers related to the study about wines.
Scope and Delimitation
The research study focuses on the wine preferences of consumers in Bontoc,
Mountain Province. The most common wine referred on the study are bugnay wine,
cherry wine, lemon wine, duhat wine, pineapple, guava and even mango wine; including
the famous rice wine (tapey), which is locally produced in Mountain Province. On the
other hand, the consumers considered in the study are the end user who buys the product
for consumption.
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REVIEW OF LITERATURE
Wine and Winemaking
Wine is a fermented juice of grape as an alcoholic beverage or in a larger sense, it
is a fermented juice of other fruits or plants.
Generally, all wines are made in a similar way, with variations depending on the
type to be produced. The steps are: harvesting, crushing, juice separation, treatment of the
mass of crushed fruits and juice (called the must), fermentation, post fermentation
treatment, clarification, aging, and bottling.
In the Cordillera Provinces, Fruit wine making is being done similarly with the
general process such as (1) preparation of raw materials, (2) crushing, (3) juice
separation, (4) fermentation, (5) aging and (6) bottling and labeling of the product.
On the other hand, rice wine is prepared by a process such as (1) preparation of
the materials needed such as glutinous rice, rice yeast (fufud) and banana leaves; (2)
cooked rice (half cooked), (3) Prepare a clean flat surface or “bilao” and cover it with
banana leaves. Spread the rice over the banana leaves and let it cool and dry a little bit,
(4) Mix the “fufud” with the rice evenly (uneven mixture may produce sour taste), (5) Put
it in a container and seal tightly (container should be a wooden container, glass or
earthenware container), (6) fermentation, (7) aging (put it in a dark place), (8) separation
of juice and (9) bottling and labeling (Fiar-od, 2007).
In the Cordillera Province as presented in the study of Dao-ey (2007), rice wine
making is considered as an indigenous technology among the Igorots, believed to have
been taught a long time ago by God generally referred to as Kabunyan. The success is
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attributed to the Igorots’ belief that rice wine making was Kabunyan-guided. The rice
wine has to be placed in a Chinese jar (gusi) and with Kabunyans blessings, it can serve
many.
Dao-ey (2007) studied that a 1 to 2 weeks old “Tapey” is the best dinner wine,
and is good for the ladies. This is still sweet, and can be compared to drinking Cali
Shandy, or Q Shandy. A 1 month old “Tapey” is just right for social occasions. A little
less sweet and more zest in it. However, 2 months to 6 months old “Tapey” wherein the
Tapey has not yet lost its sweetness, and has more zest. The overall effect is a heady
feeling, where one gets drowsier and a little bit sleepy. 1 to two years old “Tapey”
wherein the “tapey” has lost its sweetness, and is bitter. The liquid is not white anymore,
but yellowish in color. A Five years old “Tapey” has no visible rice left, and what
remained of the rice settled at the bottom. It was also of a dark golden color. It is bitter.
The taste is just like mixing mentholated Whiskey, Brandy, and Apple
Cider.
According to Fiar-od (2007) rice wine making in the early days, was prepared as a
‘hospitality drink’. Generally, the women were obliges to prepare because of its
significance in promoting unity, hospitality, strong community or tribalties and
coherence. However if in the household, the elder is the only man who may be a widower
has to do the making of the wine. Rice wine was considered a basic necessity that should
always be available in the houses to promote hospitality among the living and the spirits
of the dead who may come for a visit. The strong belief that the rice wine making is
spiritually inspired is the very reason that only the men of wisdom who could discipline
themselves should drink the wine and not offered to the younger generation. The opening
of the filled jar with rice wine should be done by old men and not just by anybody.
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In most Igorot rituals, as observed, rice wine is always part of the ceremony. In
some rituals, there is the water and salted meat (etag). These three were used accordingly
when “Kabunyan” taught people to pray for peace, prolificacy (maganaganak), good
health, abundance, prosperity, etc.
Benefits of Drinking Wine
Drinking wine has several advantages today other than its great taste. Scientific research on the health
benefits of drinking wine has been extensive over the past decade. These studies suggest a number of
positive effects that drinking wine can have on your health (Anonymous, 2006).
Macabasco (2006) stated in her study that drinking red wine has been reported to
have the following benefits such as: (1) anti-aging effects of red grape skins, (2)
reduction in coronary heart diseases, (3) healthier blood vessels in elderly, (4) prevention
of blood clots and reduction of damage to blood vessels caused by fat deposits, (5) cancer
prevention (protein in red grape skins are said to kill cancer cells), (6) stroke prevention
(polyphenols in red grape skins keep the arteries clean) Increase in the level of good
(HDL) cholesterol and prevention of bad (LDL) cholesterol from forming.
In another study conducted, Sizer (1997) stated that wine increases beneficial
blood lipids (HDL) and preventing blood formation thus decreasing the risk of heart
disease. Wine is also credited for some special effects wherein the high potassium content
of grape juice lowers high blood pressure.
Sizer (1997) stated that wine when taken in moderation, its alcohol content
relaxes people, reduces their inhibition, encourages social interaction and promotes
restful sleep. People who are tense and unable to eat, or in the elderly who have lost
interest in food, small dose of wine taken 20 minutes before meals improve appetite.
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Logan (1982) stated that wine has no chemical analysis ever more completely defined the composition
of wine, it is known to contain valuable vitamins- including significant amounts of vitamin B, as well
as minerals such as calcium and iron.
Furthermore, Christian (2005) stated in her study that wine has also been found to
affect favorably the body's absorption of antioxidants in food and helps metabolize fat
more efficiently.
The above information also implies and reiterates the statement made by
Paracelcus, a 16th century German physician who said that “whether wine is a
nourishment, medicine or poison, it is a matter of dosage and it is upon a person’s
decision if he/she will take advantage of the health benefits of wine” (Slinkard, 2007).
Pricing
Price is money given to a seller in exchange for a good or service/s. Generally,
industries price there product through cost-based pricing, cost of production plus mark-
up, or market-based pricing (the prevailing price in the market).
Berkowwitz (1989) stated that for some products, price itself influences the
perception of quality, and ultimate value to consumers. Some buyers believed that the
higher the price, the higher the quality and the better. Sometimes, consumers judge the
worth of the product or service/s relative to substitutes that satisfy the same need. In this
instance, a reference value emerges which involves comparing the cost and benefits of
substitute items.
Certain forms of price discounting are allowed. Quantity discounts are acceptable,
that buyers can be charged different prices product provided there are differences in
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manufacturing or delivery costs. Promotional allowances or services may be given to
buyers on equal basis proportionate to volume purchased (Berkowwitz, 1989).
Macabasco (2006) said that price is a factor although the scenario is slightly changing with the
introduction of low-priced wine brands in the market. Aggressive marketing and consumer education
are critical in order to boost wine consumption.
Storage and Packaging
Wines (Macabasco, 2006) are usually packed in 750-ml bottles and sold in retail
outlets such as supermarkets, hypermarts, duty-free shops, convenience stores and of
course, wine and liquor specialty shops. They are also being served in high-end
restaurants, bars, clubs, discos and hotels. The latter group, however, is said to account
for the bulk of wine sales in the country.
According to Still (1981) wine bottles must be stored lying down so that the
bubble of air within the bottle is clear of cork. If the cork dries out, air will carry
acetobacter and other organisms into the bottle and ruin the wine. It makes no difference
whether the cellar is a large room with indirect lightning or a small wooden box, if only a
couple of bottles were kept in it. But it should be free from vibrations and rather cool.
Dampness should be avoided: darkness is best.
Sulivan (1983) stated that a part of marketing is packaging of the product. The
type of the packaging of a product advertises the product. Some consumers are attracted
to a certain product because of the color, copy, or design of the label. The label may be
said to act as a silent salesperson in attracting a customer to select a product. Packaging is
important to a manufacturing industry.
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Dr. Ernest Dichter, a motivational research authority, once said that shoppers are
bombarded with variety of choices. Since the average customer makes about 70% of
his/her purchase on impulse, packaging and labeling become highly important. The
package has to catch the customers’ eyes and attract interest, either because of the
package itself or the label.
Inner packing and the container itself are important. Careful design, inner
cushioning and sealing may lost a few cents more for your total packaging, but it may
prevent the customer for being frustrated and irritated by breakage and pilferage. Durable
containers for a variety items is recommended (Sulivan, 1983).
Factors Influencing Wine Consumption
Kotler (2000) stated that consumer buying behavior is influenced by cultural,
social, personal, and psychological factors. Cultural factors exert the broadest influence
on consumer behavior. It is the most fundamental determinants of a person wants and
behavior. It includes values, perception, preferences and behavior the person learns from
the family and other key institutions.
According to Kotler (2000), people with social class characteristics have different
products and brand preferences such as family, friends, social organization, and
professional associations strongly affects product choices. Consumer decision may be
influenced by four major physiological factors such as motivation, perception, learning,
belief, and attitudes. Personal factors that affect consumers’ decision are his/her
preference of taste, color, nutritional value, packaging and price.
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METHODOLOGY
Locale and Time of the Study
This research was conducted at Bontoc Mountain Province from the month of
January 2008 to March 2008. The study was focused on the individual consumers of
wines.
Figure 1. Location map of study area
Bontoc is a 4th class municipality in the province of Mountain Province,
Philippines. Basically, Bontoc is popular because it is the capital town of Mountain
Province, the center of trade, education and also the seat of the government in the
province (Anonymous, 2002).
It is also known because of its local tourist spots and in the year 2000, it has
become popular because of their cultural festival that is the Lang-ay Festival. This
festival aims to promote the products of Mountain Province most specially the fruit
wines, which they label as Lang-ay wine as their brand name.
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Data Gathering
The data of the study were gathered with the use of questionnaires containing the
necessary questions related to the objectives of the study. Personal interview was done to
be able to verify and satisfy the information needed in the study. Additional information
was used also by the aid of books and from previous researches that are related to the
study.
Respondents of the Study
The respondents of the study were the individual consumers of wines in Bontoc,
Mountain Province. A total of 100 respondents were taken randomly as respondents of
the study.
Data Analysis
The data gathered in the study were tabulated, analyzed, discussed and
interpreted. Descriptive statistics such as percentage, mean, ranking and frequency were
used primarily to describe the data.
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RESULTS AND DISCUSSION
This chapter presents the discussion, analysis and interpretation of the findings
related to the study. The data were presented in tabular form. The data were analyzed and
implications were drawn about the general information on the respondents, the kind of
wine/s frequently purchased, and factors affecting consumers’ choice of wine.
Profile of the Respondents
Table 1 presents the general information about the respondents according to age,
sex, civil status, and occupation.
The ages of the respondents ranged from 15 – 75 years old. The mean age of the
respondents was 25.26. Most (50%) of the respondents belong to age bracket, 15-25 years
old. Most (59%) of the respondents were males and single.
With regard to the occupation of the respondents, most of them were farmers
while others were businessmen, employees and students.
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Table 1. Profile of the respondents
INFORMATION FREQUENCY
PERCENTAGE
(F)
(%)
Age
15-25 50 50
26-35 30 30
36-45 10 10
46-55 6 6
56-65 2 2
66-75 2 2
TOTAL 100
100
Age Mean =
25.26
Gender
Male 59 59
Female
41
41
TOTAL 100
100
Civil Status
Single 51 51
Married
42
42
Widower/s
7
7
TOTAL 100
100
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Table 1. Continued…
INFORMATION FREQUENCY
PERCENTAGE
(F)
(%)
Occupation
Farmer 37
37
Student 32
32
Businessman 10
10
Employee 8
8
Driver 6
6
Maid 3
3
Housewife 2
2
No Work
2
2
TOTAL 100
100
Wine Preference of Consumers
Table 2 presents the wine preference of consumers namely bugnay wine, lemon,
duhat, cherry, mango, guava, pineapple and the popular rice wine or “tapey”. Rice wine
surfaced to be the most consumed wine while duhat was the least consumed. The rest of
the respondents have shown considerable consumption for cherry wine, lemon and
bugnay.
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Table 2. Wine preference of consumers
WINE/S FREQUENCY
PERCENTAGE
RANK
(F)
(%)
Rice 76
36.71
1
Cherry 41
19.81
2
Lemon 34
16.43
3
Bugnay 27
13.04
4
Pineapple 9 4.35 5
Mango 8
3.86
6.5
Guava 8
3.86
6.5
Duhat
4 1.94 8
TOTAL 207
100
Wine Preferences of Consumers According
to Age Bracket
Table 3 presents the wine preferences of consumers according to their age
bracket. Out of the total respondents, around 56% aged 15-25 consumes wine, 26.79%
consumers are of age bracket 26-35. There are also 10% who belongs to the age bracket
36-45 and the remaining 6.23% are above 46 years old.
The information implies that majority (40) of the respondents under 15-25 age
bracket prefers rice wine, twenty-seven respondents prefers cherry wine, 15 respondents
prefers lemon, 13 respondents prefer bugnay wine and the least preferred wine (2) is
duhat wine. The respondents at the age of 26-35 prefer rice wine (20), 15 prefer lemon
wine, 9 prefers bugnay and the least preferred is mango and pineapple wine. There are 10
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respondents who prefer rice wine, 5 respondents prefer cherry wine, 3 respondents prefer
bugnay wine and there is one respondent who prefer mango wine at the age bracket of
36-45. At the age bracket of 46-55, there are four respondents who prefer cherry wine, 2
prefer rice wine and two also prefers bugnay wine. At the age bracket of 56-65, the
respondents at this age bracket prefer rice wine and the same with the age bracket of 66-
75, wherein the respondents at this age prefers rice wine. This implies that majority of the
consumers of wine prefers rice wine and the least preferred wine is duhat wine. It also
presents that most of wine consumers are mostly at age bracket of 15-25.
Table 3. Wine preference of consumers according to age bracket
AGE BRACKET
WINE/S
15-25 26-35 36-45 46-55 56-65 66-75
TOTAL
Rice
40 20 10 2 2 2 76
Cherry
27 5 5 4 - - 41
Lemon
15
15
3
1
-
-
34
Bugnay
13 9 3 2 - - 27
Pineapple 8 1 - - - - 9
Mango
6 1 1 - - - 8
Guava
5 3 - - - - 8
Duhat
2 2 - - - - 4
TOTAL
116
56 22 9 2 2
207
PERCENTAGE 56.04 26.79 10.63 4.31 0.96 0.96 100
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Wine Consumption per Bottle
Table 4 shows the respondents’ wine consumption per bottle. Rice wine was on
top of the list while duhat wine was at the bottom. About 48% consume 384 bottles for
rice wine while seven (7) bottles of duhat wine was consumed. In between, several
bottles are consumed for cherry, lemon, bugnay, guava and mango wines.
Table 4. Wine consumption per bottle
WINE/S NUMBER
OF
BOTTLES
PERCENTAGE
(#)
(%)
Rice 384
47.9
Cherry 136.5
18.76
Lemon 94
12.92
Bugnay 74
10.17
Guava 31
4.26
Mango 19.5
2.68
Pineapple 17
2.34
Duhat 7
0.97
TOTAL 727.5
100
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Price per Bottle of Wine
Table 5 shows the price per bottle (700-750ml) of consumed wine by the
respondents. The information presents the average price that the respondents spend for
wine. This implies that most (41.33%) respondents can spend as much as 120 pesos for a
bottle of wine. There are also 31.16% of them who can afford to buy a bottle of wine with
a price of 100 pesos per bottle while there are 17.35% of the respondents who claimed
that they buy a bottle of wine at 90 pesos. Some (8.16%) of the respondents also said that
they buy a bottle of wine at 140 pesos.
Table 4. Price per bottle of wine
AVERAGE PRICE/S
WINE/S
90 100 120 140 150
Rice
14 24 38 0 76
Cherry
7 11 13 9 40
Lemon
7 10 12 5 34
Bugnay
4 10 8 2 24
Pineapple 1 2 4 0 7
Guava
1 2 3 0 6
Mango
0 4 2 0 6
Duhat
0 2 1 0 3
TOTAL
29 65 81 16 196
PERCENTAGE 17.35 33.16 41.33
8.16
100
Factors Affecting Consumers’ Preference of Wine
Wine Preference of Consumers in Bontoc, M
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Table 6 presents the factors why the respondents prefer a particular wine from the
other wines. Sweet taste of wine is the primary factors that influence consumer
preference for wine. Other factors like “availability”, alcohol content and packaging are
also considered to be affecting consumers’ preference for wine.
Table 6. Factors affecting consumers’ preference of wine
FACTORS FREQUENCY
PERCENTAGE
(F)
(%)
Sweet taste
59
21.53
Readily available
55
20.07
Mild alcohol content
43
15.69
Aroma 36
13.14
Cheaper price
35
12.77
Good packaging
27
9.85
Strong alcohol content
10
3.66
Home made
9
3.29
TOTAL 274
100
Significant Factors that Influence the Consumers
Decision to Patronize a Certain Wine Product
Table 7 shows factors that influence consumers to patronize a certain wine
product. The different factors are categorized in terms of pricing, family’s choice,
popularity of the wine, promotion, and other features of wine.
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As to pricing. It is shown in table 7 that low price is “very highly influential” in
the decision of the consumers in their choice of a particular product. However, high price
is “moderately influential” in the decision of the consumers to patronize a certain
product.
As to family’s choice. Thirty-four (34) of the respondents claimed that family’s
choice of wine is “very highly influential” in the decision of the consumers to patronize a
certain product. There are thirty-one respondents who said that family’s choice is
“moderately influential”. However, there are few (6) who said that family’s choice has a
“low influence” on wine consumption..
As to popularity of wine. Thirty-seven (37) of the respondents claimed that
popularity of wine is “moderately influential” to the consumers’ decision to patronize a
certain product. Twenty-eight said popularity of wine is “highly influential” while six
said it is “not influential at all”.
As to promotion. Most (53) of the respondents said that advertisements on print
media are “moderately influential” in their decision to patronize a certain product. There
were 18 who said that advertisement on print media is “highly influential” and 3 said it is
“very highly influential”.
Thirty-one of the respondents claimed that personal selling is “moderately
influential” in their decision to patronize a certain product. There are 26 who said it is
“highly influential” while 5 said it is “not influential at all”.
There were 26 respondents who claimed that discount is “moderately influential”,
24 said it is “very highly influential” and 12 said it is “not influential at all”.
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As to feature of the wine. Most of the respondents (64) said that feature of the
wine is “very highly influential” in their decision to patronize a certain wine product.
Twenty said it is “highly influential” and one said it is “not influential at all”.
Majority of the respondents’ (66) said that nutritional value of the product is
“very highly influential” in their decision to patronize a certain wine product. Sixteen
said it is “highly influential” and 5 said it is “low influential”.
Forty-eight of the respondents claimed that the color of the product is “very
highly influential”, 32 said it is “highly influential” and 4 said it is “not influential” in
their decision to patronize a certain product.
There were forty-eight respondents who claimed packaging is “very highly
influential”. Twenty-four said it is “highly influential” and no one said it is “not
influential” in their decision to patronize a certain product.
Most of the respondents claimed that lifespan /expiry date of the product is “very
highly influential” in their decision to patronize a certain product. There were twenty-one
who said it is “highly influential” but there are seven who said that it is “not influential”.
Fifty-four of the respondents claimed that culture is “very highly influential” in
their decision to patronize a certain product. Nineteen said it is “highly influential” but
there are few respondents (4) who said that it is “not influential at all”.
These findings match Kotler’s (2000) assumption that people with different
cultural, subculture and social class characteristics have different products and brand
preferences such as family, friends, social organization, and professional associations
strongly affects product choices. Consumer decision may be influenced by four major
physiological factors such as motivation, perception, learning, belief, and attitudes.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
23
Table 7. Factors that influence consumers’ decision to patronize a certain wine product
RATINGS
FACTORS
1
2
3
4
5
TOTAL
1.
Price
of
wine
a. Low price
4
14
19
26
37
100
b. High price
17
18
45
13
7
100
2. Family's choice
7
6
31
22
34
100
3. Popularity of wine
6
7
37
28
22
100
4.
Promotion:
a. Advertisement on print
11 15 53 18 3 100
media
b. Personal selling
5
20
31
26
18
100
c. Discounts
12
20
26
18
24
100
5.
Feature
of
the
wine
a. Taste
1
3
12
20
64
100
b. Nutritional value
5
5
8
16
66
100
c. Color
4
4
12
32
48
100
d. Packaging
0
7
21
24
48
100
e. Lifespan/Expiry date
7
10
20
21
42
100
6.
Culture
4 8 15 19 54 100
Legend:
5 – very highly influential
2 – low influential
4 – highly influential
1 – not influential at all
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
24
3 – moderately influential
Time of Wine Consumption
Table 8 presents the time of wine consumption among the respondents. Based on
the information, 44.07% consumed wine in the evening, 23.16% consumed wine in the
morning, 5.65% consumed occasionally, and there were only 5.09% of the respondents
who consumed wine anytime. The table implies that most of the consumers of wine/s
consume wine in the evening.
Reasons of Consuming Wine
There are several reasons (Table 9.) why consumers are consuming wine.
Majority (27.6%) of the respondent said that they consume wine for relaxation, 16.88%
said that they consume wine for appetizer, 14.61% said it is for hospitality drink, 8.77%
said it is for digester, and 8.12% said they used it for maintenance. The findings match
Sizer’s (1997) assumption that wine when taken in moderation may give benefit to the
people. Such benefits include relaxation and restful sleep.
Table 8. Time of wine consumption
PARTICULARS FREQUENCY
PERCENTAGE
(F)
(%)
Morning 41
23.16
Lunch 39
22.03
Evening 78
44.07
Occasional 10
5.65
Anytime 9
5.09
TOTAL 177
100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
25
Table 9. Reasons of consuming wine
REASONS FREQUENCY
PERCENTAGE
(F)
(%)
Relaxation 85
27.6
Appetizer 52
16.88
Hospitality drink
45
14.61
Cooking ingredients
41
13.31
Sedative 33
10.71
Digester 27
8.77
Maintenance 25
8.12
TOTAL 308
100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
26
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study was conducted to determine the different kinds of wines frequently
purchase by the consumers, find out the most preferred wine and the reasons for their
preference of wine. Moreover, the study also aimed to determine the significant factors
that influence the consumers’ decision to patronize a certain wine product.
The study was conducted from January to March 2008. A total of 100 respondents
from Bontoc were taken using random sampling. A survey questionnaire was distributed
to gather the necessary information needed. Personal interview was also done to verify
and validate initial information gathered. The data were tabulated, analyzed, discussed
and interpreted using descriptive statistics such as percentage, means, ranking and
frequency counts.
The study revealed that most of the consumers were in their middle age. It was
also found out that wine consumers are mostly males, single and farmers.
Among the mentioned kind of wine in the study, consumers prefer rice wine
because of its sweet taste and availability.
Factors such as low price, family’s choice, taste, nutritional value, color,
packaging, lifespan/ expiry date and culture are highly influential in the decision of the
consumers to patronize a certain product.
Wine consumption is often done in the evening. Several usage or benefits of wine
were also identified by respondents, According to them, wine could be an appetizer,
cooking ingredients and also perceived to give some sort of relaxation.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
27
Conclusions
Based on the findings, the following conclusions were drawn:
1. The different kinds of wines in Bontoc, Mountain Province are rice wine,
cherry wine, lemon, bugnay, pineapple, guava, duhat and even mango wine.
2. The most preferred wine by consumers is rice wine and the least preferred is
duhat wine.
3. Consumers prefer rice wine because of its sweet taste, availability, and mild
alcohol content. Average price of wine per bottle (700-750ml) is 120 pesos, however,
there are some who can afford the price of 140 pesos and above.
4. The study reveals that most of the wine consumers were in their middle age,
male farmers and single.
5. Low price, family’s choice, taste, nutritional value, color, packaging, lifespan/
expiry date and culture are influential factors in the decision of consumers to patronize a
certain wine product.
6. Wine consumption is mostly done in the evening.
7. Reasons for wine consumption identified are (1) relaxation, (2) appetizer, (3)
hospitality drink, (4) cooking ingredients and (5) sedatives.
Recommendations
Entrepreneurs who are engaged in wine industry are encouraged to generally look
into the factors that affect wine preference of consumers. Marketing strategies to be
constructed should consider the influential factors such as price sensitivity of consumers
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
28
to capture a bigger market share. They may also consider other factors such as taste,
nutritional value, color, packaging, and expiry date of wine.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
29
LITERATURE CITED
ANONYMOUS. 2006. Lang-ay Wines in Bontoc, Mountain Province. Retrieved on
December 28,2007 from http//: www.Online.desk.at.sunstar.dot.com.dot.ph.
ANONYMOUS. 2006. Health Benefits in Drinking Wine. Retrieved on January 25, 2008
from http://www.french-wine-online.com/articles/wine-health-benefits.html.
ANONYMOUS. 2002. Bontoc, Mountain Province. Retrieved on October 2, 2007 from
http//: www.bontoc.gov.ph.
BERKOWWITZ, P. 1989. Marketing. Library of Congress cataloging-and Publication:
USA. Pp. 80, 286-287.
CHRISTIAN, L. 2005. A Toast to the Health Benefits of Drinking Wine. Retrieved on
January 27, 2008 from http://www.buzzle.com/editorials/11-25-2005-82352.asp.
DAO-EY, J. 2007. Wine Making in Bontoc, Mountain Province. Retrieved on December
23, 2007 from http://www. dao-ey_2007.com.ph.
DESROSIER, N. 1970. The Technology of Food Preservation. Pelham Manor: New
York. P. 247.
FIAR-OD, C. B. and E. A. BUCAYCAY. 2007. The Art of Rice Wine Making. The
Igorot. Issue 2. Publication of the Igorot Global Organization (IGO). P. 11.
KOTLER, P. 2000. Marketing Management. New Jersey: Prentice Hall. Pp.161-172, Pp.
520- 527.
LOGAN, A. M. 1982. Wine and Wine Cooking. Westover Publishing Company:
Virginia. Pp. 5-12, 37, 42, 44.
MACABASCO, D. R. 2006. A Toast of the Wine Industry in the Philippines. Retrieved
on January 27,2008 from http//: www.wine-pages.com/features/wavface.htm.
SIZER, F. 1997. Nutrition. Wadsworth Publishing Company: New York. Pp. 71, 463-
464.
SLINKARD, S. 2007. Selecting Wines. Retrieved on December 23, 2007 from
http//:www.wine.about.com.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
30
STILL, J. 1981. Food Selection and Preparation. JMC Press Incorporated: Philippines. P.
363.
SULIVAN, D. and J. LANE. 1983. Small Business Management. Wm.
Brown Company Publishers: Iowa. Pp. 270-272.
Wine Preferences of Consumers in Bontoc, Mountain Province
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
31
APPENDIX A
Survey Questionnaire
Dear
Respondents:
Warm greetings! I am presently conducting my undergraduate research
entitled “Wine preferences of consumers in Bontoc, Mountain Province”. May I request a
part your time, support and cooperation by providing certain data to the survey
questionnaire prepared for you regarding my study.
Thank you very much for your kind consideration. May God bless you all!
Truly yours,
JHONA PAKIAS
Researcher
Instruction: Kindly check/ fill your answers on the space provided.
1. Background Information:
Name: (Optional) ______________________
Age: _____________________________
Sex: ( ) Male, ( ) Female
Civil Status: ( ) single, ( ) married,
( ) Others, pls. Specify: __________________
Occupation: ( ) farmer, ( ) businessman, ( ) employee, ( ) student,
( ) others, pls. specify: _____________________.
2. Consumption of wine per month. Kindly fill in your answers on column 2 and column
3 only.
Kinds of Wines Bottle Consumption of Price per bottle
Cost of consumed
wine/ month
of consumed
wine
(Bottle at 700-750ml)
wine
(col.2 x col. 3)
Bugnay wine
Rice wine
Lemon wine
Duhat wine
Cherry wine
Mango wine
Guava wine
Pineapple wine
Wine Preferences of Consumers in Bontoc, Mountain Province
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
32
3. What are your preferences of one wine over the other? Pls. Check.
________ Cheaper price
________ Readily available
________ Aroma
________ Sweet taste
________Strong alcohol content
________ Mild alcohol content
________ Good packaging
________ Others, pls. Specify.__________________________________
4. What are the factors that influence you to patronize a certain wine product? Please rate
by placing a check on the column of influence rate.
5 – Very highly influential 4 – High influential 3 – Moderate influential
2 – Low influential 1 – not influential at all
FACTORS
RATINGS
5 4 3 2 1
1.Price of wine:
a. Low price
b. High price
2.Family's
choice
3.Popularity of wine
4.Promotion
a. advertisement on
print media
b. Personal selling
c. Discounts
5. Feature of the wine:
a. Taste
b. Nutritional value
c. Color
d. packaging
e. lifespan / expiry date
6.
Culture
Wine Preferences of Consumers in Bontoc, Mountain Province
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
33
5.At what time of the day do you drink wine? Please check your answer.
_________ in the morning
_________
Lunch
_________ in the evening
_________ others, please specify: __________________________________.
6.Why are you consuming wine? Please check your answer.
_________ as sedative
_________ as appetizer
_________ as digester
_________ for relaxation
_________ for cooking ingredients
_________ for maintenance
_________Others pls. specify:______________________________________.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
PAKIAS, JHONA O. APRIL 2008. Wine Preference of Consumers in Bontoc,
Mountain Province. Benguet State University, La Trinidad, Benguet.
Adviser: Jo Ann L. Guillao, BA Social Science
ABSTRACT
This study was conducted to determine the different kinds of wine frequently
purchase by the consumers, to find out the most preferred wine and why do they prefer
this kind of wine. Moreover, the study also aimed to determine significant factors that
influence the consumers’ decision in patronizing a certain product, their time of wine
consumption and their reasons for consuming wine.
The study was conducted from January to March 2008. A total of 100 respondents
from Bontoc were taken using random sampling. A survey questionnaire was distributed
to gather the necessary information needed. Personal interview was also done to verify
and validate the information gathered. The data were tabulated, analyzed, and interpreted
using descriptive statistics such as percentage, means, ranking and frequency counts.
Result of the study shows that the different kinds of wines in Bontoc, Mountain
Province are namely, rice wine, cherry wine, lemon, bugnay, pineapple, guava, duhat and
even mango wine.
The most preferred wine by consumers is rice wine while the least preferred is
duhat wine.
Consumers prefer rice wine because of its sweet taste, availability, and mild
alcohol content.
The study reveals that most of the wine consumers were in their middle age, male,
farmers and single.
Finding show that price, family’s choice, taste, nutritional value, color, packaging,
lifespan/ expiry date and culture are the influential factors in the decision of consumers to
patronize a certain wine product.
Moreover, it was also found out that wine consumption is mostly done in the
evening.
Reasons for wine consumption identified are for (1) relaxation, (2) appetizer, (3)
hospitality drink, (4) cooking ingredients and (5) sedatives.
Based on the above statements, the researcher recommends the entrepreneurs who
are engaged in wine industry are encouraged to generally look into the factors that affect
wine preference of consumers. Marketing strategies to be constructed should consider
the influential factors such as price sensitivity of consumers to capture a bigger market
share. They may also consider the following factors that may influence consumers
decision in wine consumption which include taste, nutritional value, color, packaging,
and expiry date of wine.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………… i
Abstract ………………………………………………………………………….. i
Table of Contents ………………………………………………………………… iii
INTRODUCTION
Rationale …………………………………………………………………. 1
Statement of the Problem ………………………………………………… 3
Objectives of the Study ………………………………………………….. 3
Importance of the Study …………………………………………………. 4
Scope and Delimitation ………………………………………………….. 4
REVIEW OF LITERATURE
Wine and Wine Making …………………………………………………. 5
Benefits of Drinking Wine ………………………………………………. 7
Pricing …………………………………………………………………… 8
Storage and Packaging ………………………………………………….. 9
Factors Influencing Wine
Consumption …………………………………………………………….. 10
iii
METHODOLOGY
Locale and Time of the Study ………………………………………….. 12
Data Gathering ………………………………………………………….. 13
Respondents of the Study ……………………………………………….. 13
Data Analysis ………………………………………………………….... 13
RESULTS AND DISCUSSION
Profile of the Respondents ……………………………………...………. 14
Wine Preference of Consumers …………………………..…………….. 16
Wine Preference of Consumers According
To Age Bracket ………………………………………………………… 17
Wine Consumption per Bottle…………...……………………………… 20
Price per Bottle of Wine ……………………………………………….. 19
Factors Affecting Consumers Preference
of Wine…………………………………………………………………. 21
Significant Factors Influencing Consumers
Decision to Patronize a Certain Wine Product ………………………… 21
Time of Wine Consumption …………………………………….……... 25
Reasons of Consuming Wine …………………………………………... 25
SUMMARY, CONCLUSIONS AND
RECOMMENDATIONS
iv
Summary ………………………………………………………………. 28
Conclusions ………………………………………………………...….. 29
Recommendations ...…………………………………………………… 29
LITERATURE CITED ………………………………………………………… 30
APPENDIX
Survey Questionnaire ………………………………………………….. 32
v
1
INTRODUCTION
Rationale
The word wine comes from Latin vinum, akin to Greek oinos, which means grape
wine, in a larger sense, it is the fermented juice of other fruits.
Wines are also made from fruits other than grapes. Fermented apple cider is
considered a wine. Perry is produced from pears. There are also cherry wines, plum
wines, and wines made from various berries. Many fruit wines are home-fermented
products, but some are manufactured commercially as well. Fruit wines contain about 12
percent alcohol.
In Bontoc, Mountain Province wine production is emerging as a promising
enterprise. The wine industry started in the province in 1990’s and boomed in year 2000.
Wines being produced in the province include bugnay wine, cherry, lemon, duhat,
mango, guava, pineapple and the rice wine. Wine producers were able to penetrate the
big markets with the successful staging of the Lang ay Festival, which highlighted the
locally produced wines which carries the generic name of “Lang-ay wine”. Likewise, the
government thru the Regional Department of Labor and Employment (Dole) provide
some fund for producers to boost production and create additional employment.
In the Philippines, based on the DOST reports, wine consumption increases by 10
percent every year. However, local production is minimal due to seasonality of fruits,
sustainability of raw materials, lack of marketing and promotion, poor packaging, and
labeling among others.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
2
Thus, DOST Undersecretary Maripaz Perez said that there is still a need to
improve the wine industry as a way of moving science and spreading cultural beliefs.
In this regard, this study will therefore look into the factors influencing the
consumers preference for wine in Bontoc, Mountain Province that may help producers
better understand wine preference of consumers and meet their requirements of a quality
wine product.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
3
Statement of the Problem
The study aims to answer the following questions:
1. What are the different kinds of wine in Mountain Province?
2. What is the most preferred kind of wine by consumers?
3. Why do the consumers prefer this kind of wine?
4. Who are the consumers of wines in Bontoc, Mountain Province?
5. Factors influencing consumers decision to patronize a certain wine product.
6. What time of the day do the consumers consume wine?
7. What are the reasons why consumers consume wine?
Objectives of the Study
This study aims:
1. To find out the different kinds of wine in Mountain Province.
2. To find out the most preferred kind of wine by the consumers.
3. To determine why do the consumers prefer this kind of wine.
4. To find out who are the consumers of wines at Bontoc, Mountain Province.
5. To determine the factors influencing consumers decision to patronize a certain
wine product.
6. To determine what time of the day do consumers consume wine.
7. To find out what are the reasons why do consumers consume wine product.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
4
Importance of the Study
The findings and result of this study will absolutely produce significant market
information that will help and benefit a number of wine producers and enterprises in the
locality. Owners and managers could use this information in their decision making on
what is to be done to ensure satisfaction of their target customers. At the same time,
information derived from the study will also develop necessary marketing strategies to
attract and hold customers. Entrepreneurs who are planning on putting up a wine
enterprise may also look into this information to effectively produce the best wine
product to customers.
Moreover, the findings of this study will serve as a basis of further investigation
by future researchers related to the study about wines.
Scope and Delimitation
The research study focuses on the wine preferences of consumers in Bontoc,
Mountain Province. The most common wine referred on the study are bugnay wine,
cherry wine, lemon wine, duhat wine, pineapple, guava and even mango wine; including
the famous rice wine (tapey), which is locally produced in Mountain Province. On the
other hand, the consumers considered in the study are the end user who buys the product
for consumption.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
5
REVIEW OF LITERATURE
Wine and Winemaking
Wine is a fermented juice of grape as an alcoholic beverage or in a larger sense, it
is a fermented juice of other fruits or plants.
Generally, all wines are made in a similar way, with variations depending on the
type to be produced. The steps are: harvesting, crushing, juice separation, treatment of the
mass of crushed fruits and juice (called the must), fermentation, post fermentation
treatment, clarification, aging, and bottling.
In the Cordillera Provinces, Fruit wine making is being done similarly with the
general process such as (1) preparation of raw materials, (2) crushing, (3) juice
separation, (4) fermentation, (5) aging and (6) bottling and labeling of the product.
On the other hand, rice wine is prepared by a process such as (1) preparation of
the materials needed such as glutinous rice, rice yeast (fufud) and banana leaves; (2)
cooked rice (half cooked), (3) Prepare a clean flat surface or “bilao” and cover it with
banana leaves. Spread the rice over the banana leaves and let it cool and dry a little bit,
(4) Mix the “fufud” with the rice evenly (uneven mixture may produce sour taste), (5) Put
it in a container and seal tightly (container should be a wooden container, glass or
earthenware container), (6) fermentation, (7) aging (put it in a dark place), (8) separation
of juice and (9) bottling and labeling (Fiar-od, 2007).
In the Cordillera Province as presented in the study of Dao-ey (2007), rice wine
making is considered as an indigenous technology among the Igorots, believed to have
been taught a long time ago by God generally referred to as Kabunyan. The success is
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
6
attributed to the Igorots’ belief that rice wine making was Kabunyan-guided. The rice
wine has to be placed in a Chinese jar (gusi) and with Kabunyans blessings, it can serve
many.
Dao-ey (2007) studied that a 1 to 2 weeks old “Tapey” is the best dinner wine,
and is good for the ladies. This is still sweet, and can be compared to drinking Cali
Shandy, or Q Shandy. A 1 month old “Tapey” is just right for social occasions. A little
less sweet and more zest in it. However, 2 months to 6 months old “Tapey” wherein the
Tapey has not yet lost its sweetness, and has more zest. The overall effect is a heady
feeling, where one gets drowsier and a little bit sleepy. 1 to two years old “Tapey”
wherein the “tapey” has lost its sweetness, and is bitter. The liquid is not white anymore,
but yellowish in color. A Five years old “Tapey” has no visible rice left, and what
remained of the rice settled at the bottom. It was also of a dark golden color. It is bitter.
The taste is just like mixing mentholated Whiskey, Brandy, and Apple
Cider.
According to Fiar-od (2007) rice wine making in the early days, was prepared as a
‘hospitality drink’. Generally, the women were obliges to prepare because of its
significance in promoting unity, hospitality, strong community or tribalties and
coherence. However if in the household, the elder is the only man who may be a widower
has to do the making of the wine. Rice wine was considered a basic necessity that should
always be available in the houses to promote hospitality among the living and the spirits
of the dead who may come for a visit. The strong belief that the rice wine making is
spiritually inspired is the very reason that only the men of wisdom who could discipline
themselves should drink the wine and not offered to the younger generation. The opening
of the filled jar with rice wine should be done by old men and not just by anybody.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
7
In most Igorot rituals, as observed, rice wine is always part of the ceremony. In
some rituals, there is the water and salted meat (etag). These three were used accordingly
when “Kabunyan” taught people to pray for peace, prolificacy (maganaganak), good
health, abundance, prosperity, etc.
Benefits of Drinking Wine
Drinking wine has several advantages today other than its great taste. Scientific research on the health
benefits of drinking wine has been extensive over the past decade. These studies suggest a number of
positive effects that drinking wine can have on your health (Anonymous, 2006).
Macabasco (2006) stated in her study that drinking red wine has been reported to
have the following benefits such as: (1) anti-aging effects of red grape skins, (2)
reduction in coronary heart diseases, (3) healthier blood vessels in elderly, (4) prevention
of blood clots and reduction of damage to blood vessels caused by fat deposits, (5) cancer
prevention (protein in red grape skins are said to kill cancer cells), (6) stroke prevention
(polyphenols in red grape skins keep the arteries clean) Increase in the level of good
(HDL) cholesterol and prevention of bad (LDL) cholesterol from forming.
In another study conducted, Sizer (1997) stated that wine increases beneficial
blood lipids (HDL) and preventing blood formation thus decreasing the risk of heart
disease. Wine is also credited for some special effects wherein the high potassium content
of grape juice lowers high blood pressure.
Sizer (1997) stated that wine when taken in moderation, its alcohol content
relaxes people, reduces their inhibition, encourages social interaction and promotes
restful sleep. People who are tense and unable to eat, or in the elderly who have lost
interest in food, small dose of wine taken 20 minutes before meals improve appetite.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
8
Logan (1982) stated that wine has no chemical analysis ever more completely defined the composition
of wine, it is known to contain valuable vitamins- including significant amounts of vitamin B, as well
as minerals such as calcium and iron.
Furthermore, Christian (2005) stated in her study that wine has also been found to
affect favorably the body's absorption of antioxidants in food and helps metabolize fat
more efficiently.
The above information also implies and reiterates the statement made by
Paracelcus, a 16th century German physician who said that “whether wine is a
nourishment, medicine or poison, it is a matter of dosage and it is upon a person’s
decision if he/she will take advantage of the health benefits of wine” (Slinkard, 2007).
Pricing
Price is money given to a seller in exchange for a good or service/s. Generally,
industries price there product through cost-based pricing, cost of production plus mark-
up, or market-based pricing (the prevailing price in the market).
Berkowwitz (1989) stated that for some products, price itself influences the
perception of quality, and ultimate value to consumers. Some buyers believed that the
higher the price, the higher the quality and the better. Sometimes, consumers judge the
worth of the product or service/s relative to substitutes that satisfy the same need. In this
instance, a reference value emerges which involves comparing the cost and benefits of
substitute items.
Certain forms of price discounting are allowed. Quantity discounts are acceptable,
that buyers can be charged different prices product provided there are differences in
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
9
manufacturing or delivery costs. Promotional allowances or services may be given to
buyers on equal basis proportionate to volume purchased (Berkowwitz, 1989).
Macabasco (2006) said that price is a factor although the scenario is slightly changing with the
introduction of low-priced wine brands in the market. Aggressive marketing and consumer education
are critical in order to boost wine consumption.
Storage and Packaging
Wines (Macabasco, 2006) are usually packed in 750-ml bottles and sold in retail
outlets such as supermarkets, hypermarts, duty-free shops, convenience stores and of
course, wine and liquor specialty shops. They are also being served in high-end
restaurants, bars, clubs, discos and hotels. The latter group, however, is said to account
for the bulk of wine sales in the country.
According to Still (1981) wine bottles must be stored lying down so that the
bubble of air within the bottle is clear of cork. If the cork dries out, air will carry
acetobacter and other organisms into the bottle and ruin the wine. It makes no difference
whether the cellar is a large room with indirect lightning or a small wooden box, if only a
couple of bottles were kept in it. But it should be free from vibrations and rather cool.
Dampness should be avoided: darkness is best.
Sulivan (1983) stated that a part of marketing is packaging of the product. The
type of the packaging of a product advertises the product. Some consumers are attracted
to a certain product because of the color, copy, or design of the label. The label may be
said to act as a silent salesperson in attracting a customer to select a product. Packaging is
important to a manufacturing industry.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
10
Dr. Ernest Dichter, a motivational research authority, once said that shoppers are
bombarded with variety of choices. Since the average customer makes about 70% of
his/her purchase on impulse, packaging and labeling become highly important. The
package has to catch the customers’ eyes and attract interest, either because of the
package itself or the label.
Inner packing and the container itself are important. Careful design, inner
cushioning and sealing may lost a few cents more for your total packaging, but it may
prevent the customer for being frustrated and irritated by breakage and pilferage. Durable
containers for a variety items is recommended (Sulivan, 1983).
Factors Influencing Wine Consumption
Kotler (2000) stated that consumer buying behavior is influenced by cultural,
social, personal, and psychological factors. Cultural factors exert the broadest influence
on consumer behavior. It is the most fundamental determinants of a person wants and
behavior. It includes values, perception, preferences and behavior the person learns from
the family and other key institutions.
According to Kotler (2000), people with social class characteristics have different
products and brand preferences such as family, friends, social organization, and
professional associations strongly affects product choices. Consumer decision may be
influenced by four major physiological factors such as motivation, perception, learning,
belief, and attitudes. Personal factors that affect consumers’ decision are his/her
preference of taste, color, nutritional value, packaging and price.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
11
METHODOLOGY
Locale and Time of the Study
This research was conducted at Bontoc Mountain Province from the month of
January 2008 to March 2008. The study was focused on the individual consumers of
wines.
Figure 1. Location map of study area
Bontoc is a 4th class municipality in the province of Mountain Province,
Philippines. Basically, Bontoc is popular because it is the capital town of Mountain
Province, the center of trade, education and also the seat of the government in the
province (Anonymous, 2002).
It is also known because of its local tourist spots and in the year 2000, it has
become popular because of their cultural festival that is the Lang-ay Festival. This
festival aims to promote the products of Mountain Province most specially the fruit
wines, which they label as Lang-ay wine as their brand name.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
12
Data Gathering
The data of the study were gathered with the use of questionnaires containing the
necessary questions related to the objectives of the study. Personal interview was done to
be able to verify and satisfy the information needed in the study. Additional information
was used also by the aid of books and from previous researches that are related to the
study.
Respondents of the Study
The respondents of the study were the individual consumers of wines in Bontoc,
Mountain Province. A total of 100 respondents were taken randomly as respondents of
the study.
Data Analysis
The data gathered in the study were tabulated, analyzed, discussed and
interpreted. Descriptive statistics such as percentage, mean, ranking and frequency were
used primarily to describe the data.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
13
RESULTS AND DISCUSSION
This chapter presents the discussion, analysis and interpretation of the findings
related to the study. The data were presented in tabular form. The data were analyzed and
implications were drawn about the general information on the respondents, the kind of
wine/s frequently purchased, and factors affecting consumers’ choice of wine.
Profile of the Respondents
Table 1 presents the general information about the respondents according to age,
sex, civil status, and occupation.
The ages of the respondents ranged from 15 – 75 years old. The mean age of the
respondents was 25.26. Most (50%) of the respondents belong to age bracket, 15-25 years
old. Most (59%) of the respondents were males and single.
With regard to the occupation of the respondents, most of them were farmers
while others were businessmen, employees and students.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
14
Table 1. Profile of the respondents
INFORMATION FREQUENCY
PERCENTAGE
(F)
(%)
Age
15-25 50 50
26-35 30 30
36-45 10 10
46-55 6 6
56-65 2 2
66-75 2 2
TOTAL 100
100
Age Mean =
25.26
Gender
Male 59 59
Female
41
41
TOTAL 100
100
Civil Status
Single 51 51
Married
42
42
Widower/s
7
7
TOTAL 100
100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
15
Table 1. Continued…
INFORMATION FREQUENCY
PERCENTAGE
(F)
(%)
Occupation
Farmer 37
37
Student 32
32
Businessman 10
10
Employee 8
8
Driver 6
6
Maid 3
3
Housewife 2
2
No Work
2
2
TOTAL 100
100
Wine Preference of Consumers
Table 2 presents the wine preference of consumers namely bugnay wine, lemon,
duhat, cherry, mango, guava, pineapple and the popular rice wine or “tapey”. Rice wine
surfaced to be the most consumed wine while duhat was the least consumed. The rest of
the respondents have shown considerable consumption for cherry wine, lemon and
bugnay.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
16
Table 2. Wine preference of consumers
WINE/S FREQUENCY
PERCENTAGE
RANK
(F)
(%)
Rice 76
36.71
1
Cherry 41
19.81
2
Lemon 34
16.43
3
Bugnay 27
13.04
4
Pineapple 9 4.35 5
Mango 8
3.86
6.5
Guava 8
3.86
6.5
Duhat
4 1.94 8
TOTAL 207
100
Wine Preferences of Consumers According
to Age Bracket
Table 3 presents the wine preferences of consumers according to their age
bracket. Out of the total respondents, around 56% aged 15-25 consumes wine, 26.79%
consumers are of age bracket 26-35. There are also 10% who belongs to the age bracket
36-45 and the remaining 6.23% are above 46 years old.
The information implies that majority (40) of the respondents under 15-25 age
bracket prefers rice wine, twenty-seven respondents prefers cherry wine, 15 respondents
prefers lemon, 13 respondents prefer bugnay wine and the least preferred wine (2) is
duhat wine. The respondents at the age of 26-35 prefer rice wine (20), 15 prefer lemon
wine, 9 prefers bugnay and the least preferred is mango and pineapple wine. There are 10
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
17
respondents who prefer rice wine, 5 respondents prefer cherry wine, 3 respondents prefer
bugnay wine and there is one respondent who prefer mango wine at the age bracket of
36-45. At the age bracket of 46-55, there are four respondents who prefer cherry wine, 2
prefer rice wine and two also prefers bugnay wine. At the age bracket of 56-65, the
respondents at this age bracket prefer rice wine and the same with the age bracket of 66-
75, wherein the respondents at this age prefers rice wine. This implies that majority of the
consumers of wine prefers rice wine and the least preferred wine is duhat wine. It also
presents that most of wine consumers are mostly at age bracket of 15-25.
Table 3. Wine preference of consumers according to age bracket
AGE BRACKET
WINE/S
15-25 26-35 36-45 46-55 56-65 66-75
TOTAL
Rice
40 20 10 2 2 2 76
Cherry
27 5 5 4 - - 41
Lemon
15
15
3
1
-
-
34
Bugnay
13 9 3 2 - - 27
Pineapple 8 1 - - - - 9
Mango
6 1 1 - - - 8
Guava
5 3 - - - - 8
Duhat
2 2 - - - - 4
TOTAL
116
56 22 9 2 2
207
PERCENTAGE 56.04 26.79 10.63 4.31 0.96 0.96 100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
18
Wine Consumption per Bottle
Table 4 shows the respondents’ wine consumption per bottle. Rice wine was on
top of the list while duhat wine was at the bottom. About 48% consume 384 bottles for
rice wine while seven (7) bottles of duhat wine was consumed. In between, several
bottles are consumed for cherry, lemon, bugnay, guava and mango wines.
Table 4. Wine consumption per bottle
WINE/S NUMBER
OF
BOTTLES
PERCENTAGE
(#)
(%)
Rice 384
47.9
Cherry 136.5
18.76
Lemon 94
12.92
Bugnay 74
10.17
Guava 31
4.26
Mango 19.5
2.68
Pineapple 17
2.34
Duhat 7
0.97
TOTAL 727.5
100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
19
Price per Bottle of Wine
Table 5 shows the price per bottle (700-750ml) of consumed wine by the
respondents. The information presents the average price that the respondents spend for
wine. This implies that most (41.33%) respondents can spend as much as 120 pesos for a
bottle of wine. There are also 31.16% of them who can afford to buy a bottle of wine with
a price of 100 pesos per bottle while there are 17.35% of the respondents who claimed
that they buy a bottle of wine at 90 pesos. Some (8.16%) of the respondents also said that
they buy a bottle of wine at 140 pesos.
Table 4. Price per bottle of wine
AVERAGE PRICE/S
WINE/S
90 100 120 140 150
Rice
14 24 38 0 76
Cherry
7 11 13 9 40
Lemon
7 10 12 5 34
Bugnay
4 10 8 2 24
Pineapple 1 2 4 0 7
Guava
1 2 3 0 6
Mango
0 4 2 0 6
Duhat
0 2 1 0 3
TOTAL
29 65 81 16 196
PERCENTAGE 17.35 33.16 41.33
8.16
100
Factors Affecting Consumers’ Preference of Wine
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
20
Table 6 presents the factors why the respondents prefer a particular wine from the
other wines. Sweet taste of wine is the primary factors that influence consumer
preference for wine. Other factors like “availability”, alcohol content and packaging are
also considered to be affecting consumers’ preference for wine.
Table 6. Factors affecting consumers’ preference of wine
FACTORS FREQUENCY
PERCENTAGE
(F)
(%)
Sweet taste
59
21.53
Readily available
55
20.07
Mild alcohol content
43
15.69
Aroma 36
13.14
Cheaper price
35
12.77
Good packaging
27
9.85
Strong alcohol content
10
3.66
Home made
9
3.29
TOTAL 274
100
Significant Factors that Influence the Consumers
Decision to Patronize a Certain Wine Product
Table 7 shows factors that influence consumers to patronize a certain wine
product. The different factors are categorized in terms of pricing, family’s choice,
popularity of the wine, promotion, and other features of wine.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
21
As to pricing. It is shown in table 7 that low price is “very highly influential” in
the decision of the consumers in their choice of a particular product. However, high price
is “moderately influential” in the decision of the consumers to patronize a certain
product.
As to family’s choice. Thirty-four (34) of the respondents claimed that family’s
choice of wine is “very highly influential” in the decision of the consumers to patronize a
certain product. There are thirty-one respondents who said that family’s choice is
“moderately influential”. However, there are few (6) who said that family’s choice has a
“low influence” on wine consumption..
As to popularity of wine. Thirty-seven (37) of the respondents claimed that
popularity of wine is “moderately influential” to the consumers’ decision to patronize a
certain product. Twenty-eight said popularity of wine is “highly influential” while six
said it is “not influential at all”.
As to promotion. Most (53) of the respondents said that advertisements on print
media are “moderately influential” in their decision to patronize a certain product. There
were 18 who said that advertisement on print media is “highly influential” and 3 said it is
“very highly influential”.
Thirty-one of the respondents claimed that personal selling is “moderately
influential” in their decision to patronize a certain product. There are 26 who said it is
“highly influential” while 5 said it is “not influential at all”.
There were 26 respondents who claimed that discount is “moderately influential”,
24 said it is “very highly influential” and 12 said it is “not influential at all”.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
22
As to feature of the wine. Most of the respondents (64) said that feature of the
wine is “very highly influential” in their decision to patronize a certain wine product.
Twenty said it is “highly influential” and one said it is “not influential at all”.
Majority of the respondents’ (66) said that nutritional value of the product is
“very highly influential” in their decision to patronize a certain wine product. Sixteen
said it is “highly influential” and 5 said it is “low influential”.
Forty-eight of the respondents claimed that the color of the product is “very
highly influential”, 32 said it is “highly influential” and 4 said it is “not influential” in
their decision to patronize a certain product.
There were forty-eight respondents who claimed packaging is “very highly
influential”. Twenty-four said it is “highly influential” and no one said it is “not
influential” in their decision to patronize a certain product.
Most of the respondents claimed that lifespan /expiry date of the product is “very
highly influential” in their decision to patronize a certain product. There were twenty-one
who said it is “highly influential” but there are seven who said that it is “not influential”.
Fifty-four of the respondents claimed that culture is “very highly influential” in
their decision to patronize a certain product. Nineteen said it is “highly influential” but
there are few respondents (4) who said that it is “not influential at all”.
These findings match Kotler’s (2000) assumption that people with different
cultural, subculture and social class characteristics have different products and brand
preferences such as family, friends, social organization, and professional associations
strongly affects product choices. Consumer decision may be influenced by four major
physiological factors such as motivation, perception, learning, belief, and attitudes.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
23
Table 7. Factors that influence consumers’ decision to patronize a certain wine product
RATINGS
FACTORS
1
2
3
4
5
TOTAL
1.
Price
of
wine
a. Low price
4
14
19
26
37
100
b. High price
17
18
45
13
7
100
2. Family's choice
7
6
31
22
34
100
3. Popularity of wine
6
7
37
28
22
100
4.
Promotion:
a. Advertisement on print
11 15 53 18 3 100
media
b. Personal selling
5
20
31
26
18
100
c. Discounts
12
20
26
18
24
100
5.
Feature
of
the
wine
a. Taste
1
3
12
20
64
100
b. Nutritional value
5
5
8
16
66
100
c. Color
4
4
12
32
48
100
d. Packaging
0
7
21
24
48
100
e. Lifespan/Expiry date
7
10
20
21
42
100
6.
Culture
4 8 15 19 54 100
Legend:
5 – very highly influential
2 – low influential
4 – highly influential
1 – not influential at all
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
24
3 – moderately influential
Time of Wine Consumption
Table 8 presents the time of wine consumption among the respondents. Based on
the information, 44.07% consumed wine in the evening, 23.16% consumed wine in the
morning, 5.65% consumed occasionally, and there were only 5.09% of the respondents
who consumed wine anytime. The table implies that most of the consumers of wine/s
consume wine in the evening.
Reasons of Consuming Wine
There are several reasons (Table 9.) why consumers are consuming wine.
Majority (27.6%) of the respondent said that they consume wine for relaxation, 16.88%
said that they consume wine for appetizer, 14.61% said it is for hospitality drink, 8.77%
said it is for digester, and 8.12% said they used it for maintenance. The findings match
Sizer’s (1997) assumption that wine when taken in moderation may give benefit to the
people. Such benefits include relaxation and restful sleep.
Table 8. Time of wine consumption
PARTICULARS FREQUENCY
PERCENTAGE
(F)
(%)
Morning 41
23.16
Lunch 39
22.03
Evening 78
44.07
Occasional 10
5.65
Anytime 9
5.09
TOTAL 177
100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
25
Table 9. Reasons of consuming wine
REASONS FREQUENCY
PERCENTAGE
(F)
(%)
Relaxation 85
27.6
Appetizer 52
16.88
Hospitality drink
45
14.61
Cooking ingredients
41
13.31
Sedative 33
10.71
Digester 27
8.77
Maintenance 25
8.12
TOTAL 308
100
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
26
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study was conducted to determine the different kinds of wines frequently
purchase by the consumers, find out the most preferred wine and the reasons for their
preference of wine. Moreover, the study also aimed to determine the significant factors
that influence the consumers’ decision to patronize a certain wine product.
The study was conducted from January to March 2008. A total of 100 respondents
from Bontoc were taken using random sampling. A survey questionnaire was distributed
to gather the necessary information needed. Personal interview was also done to verify
and validate initial information gathered. The data were tabulated, analyzed, discussed
and interpreted using descriptive statistics such as percentage, means, ranking and
frequency counts.
The study revealed that most of the consumers were in their middle age. It was
also found out that wine consumers are mostly males, single and farmers.
Among the mentioned kind of wine in the study, consumers prefer rice wine
because of its sweet taste and availability.
Factors such as low price, family’s choice, taste, nutritional value, color,
packaging, lifespan/ expiry date and culture are highly influential in the decision of the
consumers to patronize a certain product.
Wine consumption is often done in the evening. Several usage or benefits of wine
were also identified by respondents, According to them, wine could be an appetizer,
cooking ingredients and also perceived to give some sort of relaxation.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
27
Conclusions
Based on the findings, the following conclusions were drawn:
1. The different kinds of wines in Bontoc, Mountain Province are rice wine,
cherry wine, lemon, bugnay, pineapple, guava, duhat and even mango wine.
2. The most preferred wine by consumers is rice wine and the least preferred is
duhat wine.
3. Consumers prefer rice wine because of its sweet taste, availability, and mild
alcohol content. Average price of wine per bottle (700-750ml) is 120 pesos, however,
there are some who can afford the price of 140 pesos and above.
4. The study reveals that most of the wine consumers were in their middle age,
male farmers and single.
5. Low price, family’s choice, taste, nutritional value, color, packaging, lifespan/
expiry date and culture are influential factors in the decision of consumers to patronize a
certain wine product.
6. Wine consumption is mostly done in the evening.
7. Reasons for wine consumption identified are (1) relaxation, (2) appetizer, (3)
hospitality drink, (4) cooking ingredients and (5) sedatives.
Recommendations
Entrepreneurs who are engaged in wine industry are encouraged to generally look
into the factors that affect wine preference of consumers. Marketing strategies to be
constructed should consider the influential factors such as price sensitivity of consumers
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
28
to capture a bigger market share. They may also consider other factors such as taste,
nutritional value, color, packaging, and expiry date of wine.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
29
LITERATURE CITED
ANONYMOUS. 2006. Lang-ay Wines in Bontoc, Mountain Province. Retrieved on
December 28,2007 from http//: www.Online.desk.at.sunstar.dot.com.dot.ph.
ANONYMOUS. 2006. Health Benefits in Drinking Wine. Retrieved on January 25, 2008
from http://www.french-wine-online.com/articles/wine-health-benefits.html.
ANONYMOUS. 2002. Bontoc, Mountain Province. Retrieved on October 2, 2007 from
http//: www.bontoc.gov.ph.
BERKOWWITZ, P. 1989. Marketing. Library of Congress cataloging-and Publication:
USA. Pp. 80, 286-287.
CHRISTIAN, L. 2005. A Toast to the Health Benefits of Drinking Wine. Retrieved on
January 27, 2008 from http://www.buzzle.com/editorials/11-25-2005-82352.asp.
DAO-EY, J. 2007. Wine Making in Bontoc, Mountain Province. Retrieved on December
23, 2007 from http://www. dao-ey_2007.com.ph.
DESROSIER, N. 1970. The Technology of Food Preservation. Pelham Manor: New
York. P. 247.
FIAR-OD, C. B. and E. A. BUCAYCAY. 2007. The Art of Rice Wine Making. The
Igorot. Issue 2. Publication of the Igorot Global Organization (IGO). P. 11.
KOTLER, P. 2000. Marketing Management. New Jersey: Prentice Hall. Pp.161-172, Pp.
520- 527.
LOGAN, A. M. 1982. Wine and Wine Cooking. Westover Publishing Company:
Virginia. Pp. 5-12, 37, 42, 44.
MACABASCO, D. R. 2006. A Toast of the Wine Industry in the Philippines. Retrieved
on January 27,2008 from http//: www.wine-pages.com/features/wavface.htm.
SIZER, F. 1997. Nutrition. Wadsworth Publishing Company: New York. Pp. 71, 463-
464.
SLINKARD, S. 2007. Selecting Wines. Retrieved on December 23, 2007 from
http//:www.wine.about.com.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
30
STILL, J. 1981. Food Selection and Preparation. JMC Press Incorporated: Philippines. P.
363.
SULIVAN, D. and J. LANE. 1983. Small Business Management. Wm.
Brown Company Publishers: Iowa. Pp. 270-272.
Wine Preferences of Consumers in Bontoc, Mountain Province
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
31
APPENDIX A
Survey Questionnaire
Dear
Respondents:
Warm greetings! I am presently conducting my undergraduate research
entitled “Wine preferences of consumers in Bontoc, Mountain Province”. May I request a
part your time, support and cooperation by providing certain data to the survey
questionnaire prepared for you regarding my study.
Thank you very much for your kind consideration. May God bless you all!
Truly yours,
JHONA PAKIAS
Researcher
Instruction: Kindly check/ fill your answers on the space provided.
1. Background Information:
Name: (Optional) ______________________
Age: _____________________________
Sex: ( ) Male, ( ) Female
Civil Status: ( ) single, ( ) married,
( ) Others, pls. Specify: __________________
Occupation: ( ) farmer, ( ) businessman, ( ) employee, ( ) student,
( ) others, pls. specify: _____________________.
2. Consumption of wine per month. Kindly fill in your answers on column 2 and column
3 only.
Kinds of Wines Bottle Consumption of Price per bottle
Cost of consumed
wine/ month
of consumed
wine
(Bottle at 700-750ml)
wine
(col.2 x col. 3)
Bugnay wine
Rice wine
Lemon wine
Duhat wine
Cherry wine
Mango wine
Guava wine
Pineapple wine
Wine Preferences of Consumers in Bontoc, Mountain Province
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
32
3. What are your preferences of one wine over the other? Pls. Check.
________ Cheaper price
________ Readily available
________ Aroma
________ Sweet taste
________Strong alcohol content
________ Mild alcohol content
________ Good packaging
________ Others, pls. Specify.__________________________________
4. What are the factors that influence you to patronize a certain wine product? Please rate
by placing a check on the column of influence rate.
5 – Very highly influential 4 – High influential 3 – Moderate influential
2 – Low influential 1 – not influential at all
FACTORS
RATINGS
5 4 3 2 1
1.Price of wine:
a. Low price
b. High price
2.Family's
choice
3.Popularity of wine
4.Promotion
a. advertisement on
print media
b. Personal selling
c. Discounts
5. Feature of the wine:
a. Taste
b. Nutritional value
c. Color
d. packaging
e. lifespan / expiry date
6.
Culture
Wine Preferences of Consumers in Bontoc, Mountain Province
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
33
5.At what time of the day do you drink wine? Please check your answer.
_________ in the morning
_________
Lunch
_________ in the evening
_________ others, please specify: __________________________________.
6.Why are you consuming wine? Please check your answer.
_________ as sedative
_________ as appetizer
_________ as digester
_________ for relaxation
_________ for cooking ingredients
_________ for maintenance
_________Others pls. specify:______________________________________.
Wine Preference of Consumers in Bontoc, M
ountain Province /Jhona O. Pakias. 2008
Document Outline
- Wine Preference of Consumers in Bontoc,Mountain Province
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Delimitation
- REVIEW OF LITERATURE
- Wine and Winemaking
- Benefits of Drinking Wine
- Pricing
- Storage and Packaging
- Factors Influencing Wine Consumption
- METHODOLOGY
- RESULTS AND DISCUSSION
- Profile of the Respondents
- Wine Preference of Consumers
- Wine Preferences of Consumers Accordingto Age Bracket
- Wine Consumption per Bottle
- Price per Bottle of Wine
- Factors Affecting Consumers� Preference of Wine
- Significant Factors that Influence the ConsumersDecision to Patronize a Certain Wine Product
- Time of Wine Consumption
- Reasons of Consuming Wine
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDIX