A benchmarking approach to improve market entry chances of alcohol-reduced wines from family wineries

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Titel

A benchmarking approach to improve market entry chances of alcohol-reduced wines from family wineries

Autor

Welling, Mariella

Dissertation

Masterarbeit Hochschule für Wirtschaft und Gesellschaft Ludwigshafen 2020 MBA Wine, Sustainability and Sales, Weincampus Neustadt

Schlagwort

Alkoholfreies Getränk / Wein

Genre

Hochschulschrift

Beschreibung

The aim of theis thesis ist to provide a market overview of alcohol-free wines, to illuminate the expections and lifestyle of consumers and to show potential entry points for winegrowers in the market. The following research approach is used: A benchmarking approach to improve market entry chances of alcohol-reduced wines from family wineries. To answer this research approach, an online survey was carried outamong conumers and winegrowers. In addition, the results of a non-alcoholic wine competition were evaluated. The central results show that consumers know little about the subject of non-alcoholic wines, therefore are not necessarily willing to pay more than € 5 for non-alcoholic wines, winemakers are more antagonists than protagonists and that non-alcoholic wines meet the expectations of consumers and winemakers. For winemakers, there is a possible way to enter the market by producing their own base wine, dealcoholization in wages and a high marketing effort.

Herausgeber

Ludwigshafen

Erstellungsdatum

15.01.2020

Format

VIII, 123 Seiten Diagramme

Quelle

Bibliothekskatalog

Sprache

Englisch