Date

3-2010

Degree Name

BS in Agricultural Business

Department

Agribusiness Department

Advisor(s)

James Ahern

Abstract

This study was undertaken to determine the relationship between qualitative label aesthetics of wine labels and recommended price. The variables that were evaluated included Sonoma, Napa, Golden Mean, Font Uniformity, Color, Direction, Realistic, Abstract, Font Sizes, Font Styles, Pictures of Grapes/Vineyards, and Horizontal Label.

The report represents two important techniques when performing the analysis. A regression analysis and an analysis of variance have been performed to determine the relationship between particular variables and price.

It is concluded that there is a relationship between all test label aesthetics in wine labels and recommended price. This relationship is based on a ninety five percent confidence level. The variables that had the strongest relationship with price included Napa and Font Style. It is recommended that this study be replicated with a larger number of variables to gain further insight on other factors that could influence the price of wine.

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