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DSpace Biblioteca Universidad de Talca (v1.5.2) >
Facultad de Ciencias Agrarias >
Tesis de Magíster en Agronegocios Internacionales >
Please use this identifier to cite or link to this item:
http://dspace.utalca.cl/handle/1950/8037
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| 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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