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ANNEXES - QUESTIONNAIRE

1. How often do you buy wine? *

·Daily

· Weekly

·Monthly

·Yearly

·Never

2. How do you buy wine? *

·In store

·Online

·Both

·Other

3. What factors are most important to you when you buy wine? *

4. Which communication channels affect your buying decisions the most? (you can pick more than 1) *

·Social media

·Websites

·Billboards

· TV advertisement

· Internet banners

·Sponsorships

·Other

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5. How important are these aspects of a brand for you? *

6. Which brand personality do you like the most? *

·Sincerity/Honesty

· Fun/Excitement

· Professionalism/Competence

·Perfection/Sophistication

·Ruggedness

7.What kind of consumer are you? (you can pick more than 1) *

·I buy products because of their price.

·I buy products because of their good reputation.

·I buy products because I love them. I don't like to switch brands.

·I buy products because of nostalgia.

· I buy products because I associate with them.

·I buy products because they give me status.

·I buy products because they function how they should.

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8.Which of these forms of wine would you buy? (you can pick more than 1) *

9. Which wine label looks best? *

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10. Which instagram would you most likely follow? *

11. Do you like brands using famous people to endorse their products? *

·Yes

·Sometimes

·No

12. Are you interested in cooking/baking/making snacks with wine? *

·Yes

·Maybe

· No

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13. Do you appreciate brands talking about social & political problems? (e.g. pride parades, black lives matter etc.) *

·Yes

·Sometimes

·No

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14. In 3 words describe the ad shown above: *

15. Would you buy the wine shown in the advertisement above? *

·Yes

·Maybe

·No

16. Do you like this slogan? *

·Yes

·No

17. What is your age? *

·18-24

·25-44

·45-65

·65+

18. What is your gender? *

·Male

·Female

·Prefer not to say

19. Which region are you from? *

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· Western Europe

·Central & Eastern Europe

·Asia

·Africa

·Mediterranean & Middle East

· Americas

20. What is your highest education achieved? *

·Highschool diploma

· Bachelor's degree

·Master’s degree

·Doctorate (PhD)

·Prefer not to say

21. Which ethnic background do you relate to? *

·White

·Black

·Asian

·Hispanic

·Prefer not to say

·Other