| By: |
Preszler, Trent;
Schmit, Todd M. |
| Abstract: |
Poor perceived product quality, an inadequate sales force, and intense
competition from wines produced elsewhere are common reasons cited for why New
York wines have not achieved broad acceptance in the New York City (NYC)
market. NYC restaurant owners, sommeliers, and chefs were surveyed regarding
their perceptions and purchasing decisions of wines grown and bottled in New
York State. Factor analysis was applied to examine the structure of
interrelationships among key indicators of product perception, and an ordinal
logistic regression model was used to identify the characteristics of
restaurants that show a strong propensity to adopt local wines. The results
indicate that a NYC restaurant€ٳ type of cuisine does not affect its
propensity to adopt local wine, nor does a restaurant€ٳ desire to offer a
large, geographically diverse wine list. The perceived collective reputation
for a wine region€ٳ excellence in one particular grape varietal was found to
be the most significant factor in the probability of adoption of local wines
in NYC. An important implication of these results is that being local is not
enough, and New York winery stakeholders could establish a more prominent
presence in NYC by emphasizing their collective reputation for particular
grape varietals. |
| Keywords: |
product perception, restaurant, wine, sommeliers, local, collective reputation, New York, New York City, Demand and Price Analysis, Marketing, |
| Date: |
2008–11 |
| URL: |
http://d.repec.org/n?u=RePEc:ags:aawewp:45503&r=cul |