Mapping the decision influencers along the wine industry supply chain

To gain as broad an insight as possible and to see the differences across markets, the decision was taken to investigate three distinct markets: Australia – giving the opportunity to understand the market sold into by most Australian wineries. USA – representing a solid, developed market where growth was still occurring. China – representing an emerging market for Australian wineries. The results show commonalities in some areas and also exposed differences that should assist a marketer to design their offer and tailor their approach to gain new customers. In the USA and Australia data were collected using an online survey instrument, with an identical experimental design to the face to face questionnaires used in China. An external company was engaged to recruit respondents working on the on and Off-premise trade. Similar to China, differences were found across most segments. The results, charts and radar plots that are presented in this report show the key influences on the decision (made by buyers) to represent a winery or buy a new wine.. Each plot shows how important each attribute is to a specific market or with reference to a specific target.