Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
PURCHASE HABITS OF PEOPLE 35 YEARS OLD AND YOUNGER: AN
ANALYSIS OF AMERICAN AND ITALIAN CONSUMER
Created For: Gianluca Gar...
Research Findings
We have compiled research data from primary and secondary resources and
as a result we believe:

U.S. wi...
American Market: A Profitable Venture

Total Sales

Total U.S. Wine Sales 1991-2010
350,0
300,0
250,0
200,0
150,0
100,0
50...
Italian Wine Market: A Saturated Market
Value of Italian Wine Sales in
Billion Euros
2009

2010

%
Change

4.09

3.89

-4....
Using Facebook to Reach Our Target Audience
1/5 people in the world has one
Therefore, its the easiest way to reach out ta...
Survey 1: Primary Research Results

Italians drink wine more often per week than Americans
Comparing the Most Preferred Drink

Italian Drink Preference

1st

• Wine

2nd

• Liquor

3rd

• Beer

4th

• Sparkling Wi...
Place of Purchase Habits

Liquor Stores have a major impact on US purchases because they
offered such a wide variety of op...
Main Reason for Not Buying Wine

US: wine is not a cool product.
Italy: Wine does not match their new diet habits
US: ta...
Survey 2: Restaurant Questionnaire
Sample size: 80 people
Gender of the client: 64% male, 36%
female
All people asking for...
Survey 2: Restaurant Questionnaire
Reasons For Not Consuming Wine
the answer was
"I have to drive"
10%
makes them
feel tir...
Problem: Product Doesn’t Match Their Use!

They want
to be
hyperactive

They drink
while
socializing

Problem of
changing
...
They prefer drinking a quantity in a single day, than
the same splitted in several days
1) Growing of Binge-drinking
Occas...
They drink to socialize, not for the taste of the
beverage
2) Change in the occasions of consumption
Social consumption
(w...
Recommendations
Purchase The Beverage Information Group 2011
Wine Handbook
• Cost $985 USD
• Will proved much more informa...
Upcoming SlideShare
Loading in …5
×

Purchase Habits of people 35 years old and younger: an analysis of American and Italian consumer

469 views

Published on

Analysis of the purchase habits of American and Italian costumers

  • Login to see the comments

  • Be the first to like this

Purchase Habits of people 35 years old and younger: an analysis of American and Italian consumer

  1. 1. PURCHASE HABITS OF PEOPLE 35 YEARS OLD AND YOUNGER: AN ANALYSIS OF AMERICAN AND ITALIAN CONSUMER Created For: Gianluca Garofoli Prepared By: Erik Schuth, Davide Fanesi, Giacomo Valeriani, Sara Perozzi & Arianna Fiorelli July15th, 2011
  2. 2. Research Findings We have compiled research data from primary and secondary resources and as a result we believe: U.S. wine consumption is increasing Italian wine consumption is decreasing
  3. 3. American Market: A Profitable Venture Total Sales Total U.S. Wine Sales 1991-2010 350,0 300,0 250,0 200,0 150,0 100,0 50,0 0,0 09 20 07 20 05 20 03 20 01 20 99 19 97 19 95 19 93 19 91 19 Year I. 17 years of consecutive growth II. In 2010 the U.S. became the largest wine consuming nation in the world III. Younger generations are adopting wine faster than any other previous generation
  4. 4. Italian Wine Market: A Saturated Market Value of Italian Wine Sales in Billion Euros 2009 2010 % Change 4.09 3.89 -4.8 Abroad 3.51 3.93 12 Total 7.82 3.2 Exports are growing Italy Domestic consumption is going down 7.6 Total sales are increasing thanks to exports
  5. 5. Using Facebook to Reach Our Target Audience 1/5 people in the world has one Therefore, its the easiest way to reach out target audience. Our Facebook Survey was answered only by people under 35 Italy: 56% female, 44% male US: 40% female, 60% male Sample size: 244 observations for Italy, 53 for America
  6. 6. Survey 1: Primary Research Results Italians drink wine more often per week than Americans
  7. 7. Comparing the Most Preferred Drink Italian Drink Preference 1st • Wine 2nd • Liquor 3rd • Beer 4th • Sparkling Wine American Drink Preference 1st • Sparkling Wine 2nd • Beer 3rd • Liquor 4th • Wine
  8. 8. Place of Purchase Habits Liquor Stores have a major impact on US purchases because they offered such a wide variety of options for consumers
  9. 9. Main Reason for Not Buying Wine US: wine is not a cool product. Italy: Wine does not match their new diet habits US: taste is an obstacle in buying wine. Italy: high price lower the intention to buy Several Americans surveyed do not drink wine at all.
  10. 10. Survey 2: Restaurant Questionnaire Sample size: 80 people Gender of the client: 64% male, 36% female All people asking for wine were over 35 years old Proportion of clients asking for wine Asking for wine 16% No wine 84% Under 20 20-25 Age groups 25-35 Over 35
  11. 11. Survey 2: Restaurant Questionnaire Reasons For Not Consuming Wine the answer was "I have to drive" 10% makes them feel tired 16% not refresching 53% too much alcohol 21% The majority of people do not find wine refreshing to drink during their meal
  12. 12. Problem: Product Doesn’t Match Their Use! They want to be hyperactive They drink while socializing Problem of changing habits
  13. 13. They prefer drinking a quantity in a single day, than the same splitted in several days 1) Growing of Binge-drinking Occasional consumption Usual consumption 29% 30,0% 25,0% 20,0% 15,0% 7,8% 9,3% 10,0% 5,0% 0,0% More than 1/2 liter per day 1-2 glasses per day 11-35 y.o. rarely
  14. 14. They drink to socialize, not for the taste of the beverage 2) Change in the occasions of consumption Social consumption (without food) With food consumption Percentage change in the consumption of alcoholic beverages from 2000 to 2010 40,00% 30,00% 20,00% 10,00% 0,00% -10,00% -20,00% -30,00% -40,00% -50,00% 14-17 years old 18-24 years old 25-44 years old Male Female Everyday consumption Male Female Social consumption (without food)
  15. 15. Recommendations Purchase The Beverage Information Group 2011 Wine Handbook • Cost $985 USD • Will proved much more information about U.S. sales and trends Change the promotion channels Italy • Events, Concerts etc • Social Media

×