A new study conducted by Wine Intelligence aimed to know about what motivates consumers to buy a wine and what are their patterns of behavior. In addition, sought to give ideas to the industry to understand the way forward. The research data gathered in October 2008 after interviewing 1,512 people. From this sample, one of the points that attracted most attention, according to published the report, is that 29% of wine consumers in the UK say they are influenced by critics. This survey, the report said, was designed so that it represents all wine consumers in that country. Thus, Wine Intelligence describes that "this is compared with nearly 8 million people." Therefore, this quantity determines the purchase of a wine, as they read wine columns, television, or what they find online. " When asked wine consumers what were the critics who had read, heard or seen in the last six months, with whom he was familiar were more Oz Clarke, with a score of 18%. This represents, the report said that 4.8 million drinkers would be influenced by the opinion that he can do. Clarke is one of the leading wine writers in the UK, but this reviewer began his career with a BBC show called Food and Drink, which allowed him to begin to be recognized. The survey found that all the writers who had a TV show or something similar were the most renowned. In the list, after Clarke stood Olly Smith, who won the show Hardy's Wine Idol competition in 2005. In third place was Sarah Jane Evans MW who works in the BBC show called Good Food, and other television shows. In fourth place was Matthew Jukes who writes in the Daily Mail, and fifth Malcolm Gluck. In addition, the common denominator among the best known critics, concluded in the report, is that they approach multifaceted communication, since not only write columns, but also books, have or are working in television, magazines, websites, among others. Finally, the study concluded that the size of the columns in newspapers is no longer as relevant as before. Today is valued more be the media and be communicating in a more modern style as the televisión.Pero ... Who really influences the purchase? The report notes, "despite the fact that regular wine consumers have seen on TV, have bought their books, or read articles by Oz Clarke only 37% of the 4.8 million consumer is aware and takes purchasing decisions according to this critic. This, the report said, is the opposite of what happens to Robert Parker, that only 2% of wine drinkers have heard of him, yet their views are taken into account when buying a wine. 75%, 530 thousand people, act according to the critics said Parker. But who really influences the purchase. According to the research recommendations from friends and family tend to be more important than any critic's suggestions of wine or website. Over 60% of wine consumers said that the views and advice of his close friends have much more effect when buying wine. A final point to note: Only 16 percent of consumers trust the advice of her husband.
