1. Please take a few minutes to fill out this 10 question survey.

* 1. Please indicate your gender and age.

* 2. Please indicate your annual income before taxes:

* 3. Occupation

* 4. For which purposes do you purchase wine? (Check all that apply)

* 5. After each of the following word pairs please indicate how closely related you believe the two items are.

  Very Close Close Not Close Unrelated
Wine and alcohol:
Wine and family:
Wine and culture:
Wine and tradition:
Wine and party:
Wine and health:
Wine and New World:
Wine and image:
Wine and taste:
Wine and social status:
Wine and age:
Wine and brand:
Wine and society:
Wine and marketing:
Wine and Old World:
Wine and friends:
Wine and sex:
Wine and nature:
Wine and profession:
Wine and religion:

* 6. How much do you typically pay for a bottle of wine?

* 7. Where do you typically purchase wine?

* 8. Please score each one of these items on a scale of 1 (not important) to 5 (extremely important) in terms of the importance of the criteria on your buying behavior.

  Unimportant Slighly Important Important Very Important
Grape variety:
General attractiveness:
Originality of packaging:
Price-quality ratio:
Back label:
Expert opinion:
Word of mouth:

* 9. Which one of following wines would you be more likely to purchase? Why?