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Hardys Wine Focus Group Questions Marketing Management Group Number : 07

Group Members:

The purpose of following question is to explore our selected sample regarding following categories; a. b. c. d. e. General Attitude Buying Habits Product Preferences Knowledge and Attitude Information Sources

Focus Group Sample includes; i. ii. iii. iv. Both Male and Female Age Group 25-60 Income Level > RMB 5000/ Month Education level > High School Diploma

Summarized Questions:
1. 2. 3. 4. 5. Why and how frequently do you drink wine? Can you give us an estimate of what types of people normally consume wine? What kinds of things do you see going on in the wine industry? What do you like the most about Australian Wine? It can be best described as ______. What about our competitor's product? You use ours instead of theirs, so please explain where they fail and we succeed. 6. Tell us about where, when, and how you use Hardys Wine? 7. If you could add any feature to Hardys, what would it be?

Detailed Questions:
General Attitude: 1. 2. 3. 4. 5. 6. 7. 8. Which alcoholic beverage do you drink most often? How do you normally choose your wine? Wine from which region do you drink most often? How is Australia wine when comparing with other countries like France Italy New Zealand On what occasions do you normally drink wine? From what age do you start drinking wine What is your alternative option to wine? How much do you typically pay for a bottle of wine?

Buying Habits: 1. 2. 3. 4. 5. 6. 7. 8. How frequently do you take wine in a month? What do you look for in wine? Approximately how much did you spend on wine within the last three months Have you ever tasted Hardys wine? How recently did you taste Hardys wine? What are other brands that you think is comparable or even better than hardys? What is your most preferable way to purchase wine? Would word of mouth influence you in buying a particular brand of wine

Product Preferences: 1. 2. 3. 4. 5. 6. 7. What kind of wine do you normally drink? Does the wine production region influence your buying decisions? Do you prefer wine that is dry or sweet? Does the grape variety influence your choice of wine What is your preference in relation to dry and suave or red and white wine With whom do you normally drink wine Does characteristics such as shape of bottle, volume and alcohol level influence at the time of purchase? 8. What is the price range you will be willing to pay for a bottle of wine ? Knowledge and Attitude: 1. 2. 3. 4. 5. Do you observe in the label of wine if yes what do you observe What did you think of packaging of Hardys What do you consider important in the packaging Do wine has a strong influence in your decisions Are the brand and origin of the wine influential characteristics at time of purchase

6. Roughly how many brands would you find the places you normally buy wine 7. How much do you feel you know about wine? 8. Compared to your friends and acquaintances, how much do you feel you know about wine? Information Sources: 1. 2. 3. 4. 5. 6. 7. 8. Have you ever seen or heard any advertising for Hardys wine? Where would you normally drink the wine Do you buy imported wine, from what country and why What kind of marketing means would you like to see in wine product Where do you buy your wine, and why from there Are you always loyal to one brand of wine, or you like to taste different wines Who is your influencer when you choose a wine Where have you seen information about Hardys wine?

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