CONSUMER SURVEY

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CONSUMER SURVEY

SECTION A: Wine purchasing experiences

How often do you drink wine?

Never

Less than once a month

Occasionally (once or twice a month)

Regularly

Daily

Clear selection

How would you describe your personal knowledge of wine?

Very little knowledge (but I like to drink wine)

Beginners' knowledge (I know basic differences between red/white wines and major varietals)

Intermediate knowledge (I know how to pair wines with particular foods and know some wine culture and history)

Advanced knowledge (I can choose wines without the assistance of wine experts; friends ask me to recommend wines)

I am a wine professional (sommelier or in the industry)

Clear selection

What is your preferred purchasing channel for wine?

LCBO stores (for imported wines)

Independent agents (for imported wines)

Cellar door (for domestics)

Domestic stores (for domestics)

Others

Clear selection

Please rate how important the following types of informationa are for you when purchasing a bottle of wine, choosing on a scale from 1 "the least important" to 5 "the most important":

Brand name

Country of origin/Appellation of origin

Volume of alcohol

Grape variety

Price

Clear selection

SECTION B: Italian wine knowledge

Rate the following statements from 1 "completely disagree" to 5 "fully agree":

I have a good knowledge of Italian wine

I like to read on internet about Italian wine news (blogs, etc.)

I can distinguish the different wine regions

Clear selection

Are you willing to pay more for an Italian wine?

Yes

Clear selection

To which degree, on a scale from 1 to 5, would you associate the following characteristics with Italian wine?

Consider 1 being the least representative and 5 the most representative

Tradition/Culture

Elegance

High quality

Exclusivity

Age worthy

Trendy

Clear selection

SECTION C: Brunello di Montalcino wine and its regional characteristics

Do you know where Montalcino is situated?

Yes

Clear selection

Have you ever drunk a Brunello di Montalcino wine?

Yes

Clear selection

Have you ever visited the Brunello di Montalcino region?

Yes

Clear selection

To which degree, on a scale from 1 to 5, would you associate the following characteristics with Brunello di Montalcino wine:

Consider 1 being the least representative and 5 the most representative

Tradition/Culture

Elegance

High quality

Exclusivity

Age worthy

Trendy

Clear selection

Are you willing to pay more for the purchase of a Brunello di Montalcino?

Yes

Clear selection

Please rate how important the following types of information are for you when purchasing a bottle of Brunello di Montalcino, choosing on a scale from 1 "the least important" to 5 "the most important":

Brand

Volume of alcohol

Varietal

Appellation of origin

Price

Clear selection

SECTION D: Chianti Classico wine and its regional characteristics

Do you know where the Chianti Classico region is situated?

Yes

Clear selection

Have you ever drunk a Chianti Classico wine?

Yes

Clear selection

Have you ever visited the Chianti Classico region?

Yes

Clear selection

To which degree, on a scale from 1 to 5, would you associate the following characteristics with Chianti Classico wine?

Consider 1 being the least representative and 5 the most representative

Tradition/Culture

Elegance

High quality

Exclusivity

Age worthy

Trendy

Clear selection

Are you willing to pay more for the purchase of a Chianti Classico?

Yes

Clear selection

Please rate how important the following types of information are for you when purchasing a bottle of Chianti Classico, choosing on a scale from 1 "the least important" to 5 "the most important":

Brand

Volume of alcohol

Varietal

Appellation of origin

Price

Clear selection

SECTION E: Consumers' features

Gender:

Male

Female

Clear selection

Age:

18-24

25-29

30-49

50-64

Over 65

Clear selection

Total annual household income:

Under $20.000

$20.000-40.000

$40.000-60.000

Over $60.000

Prefer not to say

Clear selection

Education:

High school

Bachelor Degree

Master or doctorate diploma

Clear selection

Profession:

Private industry

Self employed

Civil servant

Student

Other

Clear selection

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