The relevance of 'certification of origin' in wine marketing
06 July 2012 by WINE.CO.ZA
To stand out from the crowd, South African wine producers are
consistently exploring areas of differentiation. One area of
differentiation is to certify that the wine is from a specific
geographical area by utilising the Wine of Origin Scheme.
The question however, is: "Does the consumer use the certification of origin as an extrinsic cue in selecting wine and if so does the consumer have a higher regard of one region compared to another?"
As part of his MBA thesis at University of Stellenbosch Business School, André Engelbrecht is conducting a consumer study to establish the relevance of certification of wine of origin in wine marketing. The online survey will take less than 10 minutes to complete.
Please click to complete the survey.
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