Diplomarbeit Internationales Weinmarketing Stephan - Stephano

Dr. S. Oberpfalzer Masterstudiengang Internationales Weinmarketing, 2012AbstractIn recent years, a number of studies have been published dealing with the effect ofbackground music on shopping behaviour and restaurant visits. The main results of thesestudies prove that the consumer behaviour can be influenced by different types ofbackground music. In this thesis, the hypothesis that background music has an effect on therating of Blaufränkisch wines is tested.A review of current literature on this topic is undertaken. In the tasting laboratory at theUniversity of Applied Sciences, 50 adults attend a blind tasting of two Blaufränkisch wines.The blind tasting is done in three groups in two sessions. In each round, the participants getthe same wines to evaluate. The only difference is the type of background music played - inone, classical music and in the other, jazz. The control group tastes the same wines withoutany background music. Data from the blind tasting is collected and analyzed using PSPPsoftware.The results indicate that background music has an effect on the evaluation of Blaufränkischwines. The control group without any background music in the blind tasting evaluated theBlaufränkisch wines better than the two groups with music. There is a significant differencein the evaluation between the two music styles. The best ratings are achieved with jazz musicfollowed by classic. The implications of these findings are that wineries can influence theconsumers experience to a certain extent by the choice of background music played.Stichworte: Wein, Weinbewertung, Hintergrundmusik, Blaufränkisch, Jazz & KlassikKeywords: wine, wine rating, background music, Blaufränkisch, jazz & classiciii