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Please use this identifier to cite or link to this item: http://dspace.utalca.cl/handle/1950/8037

Title: Brand orientation in the wine sector: a case study in Germani
Authors: Sepulveda Lange, Gino Raul
Spiller, Achim (Prof. Guia)
Rojas Mendez, Jose (Prof. Guia)
Issue Date: 2004
Publisher: Universidad de Talca (Chile). Facultad de Ciencias Agrarias
Abstract: This research describes the brand orientation of German wine growers. It can be split into three groups or clusters: the first with a Positive orientation to the brand, a second group with a "Perceptible orientation" to the brand and a third group "Nonoriented" to the brand. Three factors were found: an ambitious factor "Development of the brand", and second factor "Protection of the brand" and a third factor "Marketing training activities". The data used come from a survey of wine producers with 20.75 % of return.Multivariate analysis was used with factor analysis and cluster analysis as technique
Description: 66 p.
URI: http://dspace.utalca.cl/handle/1950/8037
Appears in Collections:Tesis de Magíster en Agronegocios Internacionales

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