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Influence of Marketing Tools on Students' Decision to Purchase Wine

As the United States' leading wine producer, California encompasses many notable wine regions throughout the state including San Luis Obispo County. Students at California Polytechnic State University (Cal Poly) are a key demographic for the region's wineries to focus marketing efforts toward. The purpose of this study was to determine which marketing tools have the greatest influence on Cal Poly students' decision to purchase wine. During the spring of 2011, an online questionnaire was distributed and collected from 120 students attending the university. The price of a bottle of wine was found to be the most influential factor on a decision to purchase. Students preferred traditionally shaped and colored bottles and unique labels. Recommendations for a winery include examining and adjusting their price points and bottle labels to attract the college student demographic.