Idaho Wine Industry Awareness

1. Idaho Wine Industry Awareness Marketing Research Class

2. Idaho Wine History • Snake River Valley American Viticulture Area • Established in 2007 • Southwestern Idaho and two counties in Eastern Oregon • Perfect growing conditions • Four seasons • Long growing days • Moderate climate • Unique soil

3. Problem and Objective • Lack of awareness of the Idaho Wine Industry • Determine business and consumer awareness of Idaho Wine industry in both ADA and Canyon Country

4. Aspects to Consider • Idaho Wines • How many people are aware • Influence of decision • Legal Age • Source of information will help determine how to market Idaho Wines better • Target Population Determined • Timeframe & Budget • Most reasonable to create survey

5. Testing & Certification • We got approval from the College of Idaho Review Board to conduct this survey • Additionally, each member of the class completed a certification course through the National Institutes of Health (NIH) Office of Extramural Research

6. Mkt. Research Topics to Cover • Straight forward questions that do not need extra information • No emotionally charged questions • Precise and clear • Hand out surveys in person • Target a broader demographic • Timing

7. Creating The Survey • Once the problem and objective were clearly identified, the class conducted 3 ‘Survey’ meetings before producing the final survey • 1. Brainstorming questions • Note taker Cole Richileu • 2. Reviewing initial list of questions in survey format • Several questions were refined, some thrown out, some added • 3. Pre-testing over: After professor approval and Moya’s approval, review final survey for changes and print copies • Format changes were made here

8. Qualifying Question • The first question on the survey was a qualifying question and eliminated participants who were not 21 or who were not wine drinkers. • Are you 21 years of age? • Do you drink wine?

9. Research Collection • Face-to-Face handout=Best • 210 Surveys Collected • Online • Locations • North end and East Boise • Nampa & Caldwell Albertson’s • Marsing, ID • The Bent Fork-Caldwell, ID • Ontario Golf Course • Canyon County Courthouse

10. On-Site Feedback • Participants were very cooperative in taking the survey • They appreciated the Bitner 10% off coupon as an incentive • Interviewer Bias: When we explained that we were students, they immediately were more open to taking the survey

11. With 59% of the participants being female, it may be beneficial to cater some marketing to women. Gender Demographic – Table 10

12. The age demographics reached are relatively even throughout the groups. **Interview bias: Only reached 7 participants 61+** Age Demographic – Table 11

13. Top 3 Factors: 1. Taste 2. Price 3. Convenience Purchasing Factors – Table 1

14. After combining Strongly Agree and Agree, we see that this makes up 45% of the survey population Label Design Influence – Table 2

15. Establishing competitive price points matters. 84% of the participants reported buying bottles of wine between $2-24.99 Price Importance – Table 3

16. The foundation is laid. If 80% have reported at least tasting Idaho Wines, awareness efforts are on their way. Tasted Idaho Made Wines – Table 4

17. Satisfaction of Idaho Wines – Table 5

18. Familiarity – Table 6

19. Increasing awareness of free tours could tap into that 42% of the surveyed wine drinkers as potential buyers Free Tours – Table 7

20. There is a large market share opportunity in cooperating with restaurants in the area to sell Idaho Wines. Ordering While Eating Out – Table 8

21. Making Decisions – Table 9

22. Conclusion • Interviewer bias – age group & buying power influence • Label focus • Market to women • Cooperate with restaurants • Great market potential for wineries