A multi-attribute survey of restaurateurs' attitudes toward wine training, local wines and wine suppliers

Show full item record

Title: A multi-attribute survey of restaurateurs' attitudes toward wine training, local wines and wine suppliers
Author: Gultek, Hasan Murat
Abstract: Wine production in Texas has increased substantially in recent years . Wines produced in the state have begun winning awards at national and international events . Despite these factors , many wineries have considerable difficulty selling wine through distribution channels or getting restaurants to include local wines on their menus . Restaurants represent a significant sales potential for the wine industry since the two industries use their products to complement each other . The two industries can increase their sales by helping increase the sales of each other . Selling wine to restaurants constitutes a significant portion of wine sales . Wine producers can benefit from direct selling to restaurants because the process of direct selling can help wineries , especially newly developing local wineries , promote their wines and establish brand recognition . Therefore , it is particularly important for wineries to target restaurants as part of their sales efforts . The success of wine sales at restaurants , however , depends on the knowledge level of the employees . In other words , in order to effectively purchase and market wine , the restaurant employees and the managers have to possess the necessary knowledge . For this reason , wine instruction is an important part of the entire process of marketing wine to and at restaurants . Also , the issue of buyer -supplier relationship is an important component of marketing local wines to restaurants . Service attributes that are important when restaurateurs make their purchasing decisions is an issue worth investigating . There is little or no research on restaurateurs' attitudes towards wine training , local wines , and wine suppliers based on the investigation of the training , product and service attributes . If winery managers , wine distributors , and wine marketing associations that promote regional wines can better understand the importance of these various attributes on restaurateurs attitudes , then these individuals can focus on those attributes to develop wine sales in the restaurant market . Therefore , the purpose of this study was to examine the influences of various attributes affecting restaurateurs' attitudes toward wine training , local wines , and wine suppliers . This research empirically examined the following questions : (1 ) Which training attributes influence restaurateurs' attitudes toward wine training ? (2 ) Which product attributes influence restaurateurs' attitudes toward local wines ? (3 ) Which service attributes influence restaurateurs attitudes toward wine suppliers ? (4 ) Does the attitude toward local wines have any effect on the actual amount of local wines purchased ? (5 ) What types of restaurants offer better opportunities for local wines ? Multi attribute analysis of attitudes toward all three categories , wine training , local wines and wine suppliers were positive . Attitude toward wine suppliers was the strongest positive attitude that was followed by wine training and local wines . Factor analysis was performed that compared training attributes to overall attitude toward wine training , product attributes to overall attitude toward local wines and service attributes to overall attitude toward wine suppliers . The results revealed that location , flexibility and outcome attributes were most significantly related to attitude toward wine training , taste , design and brand attributes were most significantly related to attitude toward local wines and friendliness , product availability and reliability attributes were most significantly related to attitude toward wine suppliers . A linear regression model was used to predict the amount of local wines purchased from attitude toward local wines . The results revealed that there was a significant positive relationship between attitude toward local wines and the amount of local wines purchased . Multivariate analysis of covariance was used to compare attitude toward local wines among 27 different restaurant types to see whether a particular restaurant type (s ) offered better opportunities for local wines . The results of this analysis revealed that medium -casual -independent and medium -fine dining -independent restaurant type categories offered the most significant opportunities for local wineries to target . Based on the overall results of the study , it was concluded that attitudes had a significant impact on local wine purchases , and investigation of these attitudes revealed that some attributes were more important than others and some restaurant types offered better opportunities for local wines than others . Replication of this study in other new wine growing regions of the country is recommended . Further research is needed that will take attitude determination a step further and predict behavior from attitude so that we can better understand the purchasing behavior of restaurateurs by linking the two concepts together . More attributes may have to be determined and tested to better understand the attitudes toward wine training . Incentives need to be implemented in future research to increase the response rate , and other means of data collection besides mail and telephone surveys , need to be considered .
URI: http : / /hdl .handle .net /2346 /18061
Date: 2003-12

Citation

A multi-attribute survey of restaurateurs' attitudes toward wine training, local wines and wine suppliers. Doctoral dissertation, Texas Tech University. Available electronically from http : / /hdl .handle .net /2346 /18061 .

Files in this item

Files Size Format View
31295018720713.pdf 5.240Mb application/pdf View/Open

This item appears in the following Collection(s)

Show full item record

Search DSpace

Advanced Search

Browse