461 paper final

461 paper final - Producers Perception of Plastic Wine...

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Producers Perception of Plastic Wine Bottles Brandon Styles AGB 460-02 March 11, 2009
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Chapter 1 INTRODUCTION Wine and viticulture has been a rapidly growing industry over the past several decades. As wine making and manufacturing becomes more modernized and sophisticated, alternative forms of packaging have been introduced into the wine market with varying responses from consumers. As the wine industry continues to grow, the monetary and environmental costs of transporting wine are becoming a huge concern to consumers and the earth. A small step towards preserving resources was taken years ago when screw tops were integrated into the world of wine packaging. Industry executives were fairly certain that consumers would have negative reactions; however producers were able to keep sales consistent despite the new design being deemed “cheap” when compared to the traditional corks (Prial, 2004). After observing consumer reactions, wine producers were hopeful that more cost effective changes in the packaging sector could be made without much consumer sensitivity (Walker, 2009). Today there is more of an emphasis on environmentalism and sustainability in businesses, and wineries are making changes to their production lines in order to contribute to this endeavor. There is pressure being applied by environmental activists, and some influential politicians that include Al Gore, Barack Obama to apply a carbon emission tax that is regulated by the government (Lockwood, 2008). However, large wine producers are still extremely reluctant to implement plastic wine bottles. As was
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the issue for marketing screw tops, there is concern among industry executives that wines using the plastic bottles will be associated with low quality. However, studies have shown consumers are open-minded to the new packaging after they receive a brief education as to how beneficial it will be for the environment (Baird, 2007). If perceptions could be changed at the producer’s level so that plastic bottles could be integrated into current wine sales, there would be many benefits, such as improved reputation in the industry and increased product quality. Problem Statement What is the feasibility of implementing plastic wine bottles into wine packaging from a producer’s perspective? Hypothesis There is a negative perception of plastic wine bottles from a producer’s perspective. Objectives 1. Assess the perception on alternative packaging and plastic wine bottles from in industry perspective by interviewing wine producers and winery owners around the county. 2. Evaluate the data from the interviews and come to a conclusion about the hypothesis. 3. Develop a method of distinguishing comparable groups after collecting data from winery owners or wine producers.
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Justification With the wine industry continuing to grow at a rapid rate, packaging is a becoming huge concern with regards to the environment. The pollution that is caused by transporting wine contained in glass bottles on boats and trucks is taking a huge toll on
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461 paper final - Producers Perception of Plastic Wine...

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