Does Marketing Via Communication Channels Influence the Willingness of the Dutch Consumers to Buy Quality Wine?

Hospitality Research Project

"Does marketing via communication channels influence the willingness of the Dutch consumers to buy quality wine?"

Increasing the demand for quality wine

Supervisor: Dr. J.A. Schulp

Sander Scheerboom- 167665

Isabel Gerritse – 83028

18 May 2012

Stenden – International Hotel Management

Leeuwarden

the Netherlands

Submitted in Partial Fulfillment of the Requirements of the degree Program Bachelor of Business Administration (Hotel Management)

Plagiarism Declaration

We know that plagiarism is wrong. Plagiarism is using other people's work and pretends it is your own.

1. We declare that the work, which we are submitting for assessment, contains no section copied in whole or part from any other source, unless it is explicitly identified by means or quotation marks.

2. We declare that we have also acknowledged such quotations by providing detailed reference to the source material, in approved format.

3. We understand that failure to identify copied material and to provide appropriate referencing both constitute plagiarism.

4. This work has not been accepted in any previous application for degree or diploma, by us or anyone else.

5. This Hospitality Research Project is made wholly by us.

Date: 18th of May, 2012

Signatures:

Sander Scheerboom: ..............................

Isabel Gerritse: …………………………….

Preface

Hereby, we present the final Hospitality Research Project for the education of international Hotel Management at Stenden University Leeuwarden.

For us as students, who have an affinity with wine it was interesting to find out the wine consuming pattern of consumers on the Dutch market. The subjects who are handled are; quality wine versus quantity wine; communication channels; promotion; wine knowledge.

Hereby, we would like to thank all candidates of the Dutch market for their participation and their commitment towards our research. Furthermore, we would like to take this opportunity

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