College - Author 1

College of Agriculture, Food and Environmental Sciences

Department - Author 1

Agribusiness Department

Degree Name - Author 1

BS in Agricultural Business



Primary Advisor

Kerry Cochran, College of Agricultural, Food, and Environmental Sciences, Agribusiness Department


Wine is a large industry expanding into new markets and open to new ideas. A popular idea was to open wine bars, where individuals could come experience the world of wine without any prior knowledge. Wine bars have been growing and not all have managed to stay successful and meet the demands of consumers. To discover consumers’ preferences, primary research was conducted in the city of San Luis Obispo. The tool used was a survey of 168 respondents. The research was done to determine the feasibility of a wine bar in San Luis Obispo and if so, how to market the bar in San Luis Obispo.

When the survey was complete, it proved the hypothesis to be correct, that more than 60% of consumers will show an interest in a wine bar in San Luis Obispo. A vast majority of the individuals wanted to learn more about wine and wine tasting. The respondents said that there was a good chance they would go to a new wine bar in town. With this information proving the feasibility to market a wine bar, more conclusions were drawn from the survey to discover more ways to attract consumers

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Marketing Commons