Generation Y Students Perception of Packaging and Pricing of Arkansas Wines

Author

Katie Gillespie, University of Arkansas, Fayetteville

Date of Graduation

5-2013

Document Type

Thesis

Degree Name

Bachelor of Science in Human Environmental Sciences

Degree Level

Undergraduate

Department

General Human Environmental Sciences

Advisor/Mentor

Powell, Allen

Committee Member/Reader

Harrington, Robert J.

Committee Member/Second Reader

Way, Kelly

Abstract

The objective of this research focuses on “Generation Y students perceptions of packaging and pricing of Arkansas wines”. A thirteen-question quantitative survey was given to 200 Generation Y students at a mid-south land-grant university student union. The questions focused on consumers’ preferences on labeling, packaging, and pricing of Arkansas wines. This research is important to the state’s wineries success with implication on product satisfaction, perceived quality, and price value. Generation Y prefers the glass bottle with the traditional cork and description of the wine. Majority of Generation Y would spend $10 to $15 on a 750 ml of Arkansas wine.

Keywords

Food science; Marketing

Citation

Gillespie, K. (2013). Generation Y Students Perception of Packaging and Pricing of Arkansas Wines. General Human Environmental Sciences Undergraduate Honors Theses Retrieved from https://scholarworks.uark.edu/ghesuht/1