Qualitative Research Prospectus Assignment
Rosemarie Chowning
Applied Market Research, Liberty University
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT
Author Note
Rosemarie Chowning
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to Rosemarie Chowning
Email: rchowning@liberty.edu
1
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 2
Abstract
The purpose of this qualitative market research interview is to gather data that will expand on the
market question, “What is the American consumers’ perception of the quality of Mexican wines
produced in Valle de Guadalupe, Mexico. Interviews were conducted with two respondents chose
to participate after being made aware of the purpose of the market research. Both participants
were attracted to the affordable prices and stated they heard of Mexican wines prior to visiting
the wine region of Valle de Guadalupe, including knowledge of Mexican wines. One participant
recalled first tasting Mexican wine in a Mexican restaurant, located in the United States, this
concurs with findings from the Literature Review that Americans first experience with Mexican
wines are often while dining in Mexican restaurants. Though North American wine was first
produced in Mexico, Spanish anticompetition laws limited the growth of the Mexican wine
industry until the early 20th century. Within the last 15 years a resurgence in wine making has
resulted in the production of many award-winning wines. Many American wine consumers are
not aware of the high-quality wines coming from Mexico due its relatively young wine regions.
Attributes associated with wine quality are reviewed for the purpose of this market research
study to determine how Mexican wine biased can be overcome.
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 3
Qualitative Research Prospectus Assignment
Introduction
For this research topic selection assignment, an examination of Mexican wine and consumer
bias will occur. Although the first wines produced in North America originated in Mexico from
the Spanish Jesuit Priests, who used ceremonial wine in the Catholic religious practice of
sacrament, Mexican wine is neither well known nor does it have a perception of high quality
While American wine has a perception of higher quality than Mexican wine, the wine produced
in California comes from grapes that originated in Mexico and is produced mostly by Mexicans.
This revelation begs the question, is there any validity to claims of inferiority of Mexican wines?
Problem Statement
The marketing problem / question exists, how can the American consumers’ perception of
poor quality, associated with Mexican wines, be overcome? The purpose of this study is to
determine, what is the American consumers’ perception of the quality of Mexican wines
produced in Mexico and what marketing factors can be used to overcome any biased American
wine consumers have towards Mexican wines.
Literature Review
This literature review covers the topic of Mexican wine produced in the state of Baja
California Norte, Mexico. The organization of article information is in a thematic presentation,
covering the main or central ideas and subtopics. Including, a history of Mexican wine, the
history predominant wine region in Mexico Valle de Guadalupe in Baja California Norte, the
current situation of Mexican wine production, wine tourism, the consumer of foreign and
domestic Mexican wine, and the competitiveness of Mexican wine among the domestic and
international markets. The focus of this literature review is to gain a picture of the subject of
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 4
Mexican wine to understand the marketing research question, “How can the consumer perception
of poor quality, associated with Mexican wines, be overcome?
According to Rodriguez et al. (2021), Mexico is considered the oldest region of wine
production in the North American continent, in 1522 Spanish Jesuit monks first planted the
“original Mission grape brought from Spain, where it is still known as Listan Prieto”
(Covarrubias & Thatch, 2015), due to Spanish law wine was forbidden as a commodity until
after the Mexican revolution. “After conquering the Aztecs, Cortes in 1521 requested grapevines
from Spain to plant in Mexico for winemaking” (Covarrubias & Thatch, 2015). Vines were
planted in several locations, but the region where the vineyards thrived was the warm and dry
climate of the Baja Peninsula. Novo et al. (2019) states, Coahuila in the northern region of
Mexico was the location of the first grape varietal, vitis vinifera, grown for wine production.
According to Rodriguez et al. (2021) The first Mexican crafted wines became commercially
available in 1707 (2021). However, Novo et al. (2019) places the first wine available for sale
much earlier in 1597 Valle de Parras at Hacienda de San Lorenzo, now known as Casa Medero
Ville De Guadalupe
Garcia et al. (2022) notes, grapevines were first brought to the Baja California peninsula in
1701 by Juan de Ugarte and the first wine crafted from those vines was in 1707. Located
approximately two hours south of San Diego, California between the cities of Tecate, near
Tijuana, and Ensenada, Mexico some call Valle de Guadalupe “the Napa Valley of Baja” (Garcia
et al., 2022). With a Mediterranean like costal climate, the region is well suited for high quality
grapevine cultivation (Rodriguez et al., 2021). With an average temperature of 86 degrees F in
summer, 42 degrees F in winter, Valle de Guadalupe, Mexico is a dry and arid valley. Rainfall
averages around 3-4 inches per year, mostly falling in the rainy season months of August and
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 5
September, for this reasons irrigation is a must for wine production in Valle de Guadalupe
(Covarrubias & Thatch, 2015). According to Covarrubias and Thatch (2015) the modern era of
wine making in Valle de Guadalupe began in 1972 when Casa Pedro Domecq began operations.
Novo et al. (2019) put Mexican wine production at ninety percent coming from the Valle de
Guadalupe wine region of Baja California, Mexico. For example, Rodriguez et al. (Rodriguez et
al., 2021; Castro et al. 2018) note the percentage of grape varietals grown in Valle de Guadalupe
including, Cabernet sauvignon 21.4%, Chenin Blanc 7.8%, Merlot 7.4%, Grenache 5.7%,
Nebbiolo 5.6%, Chardonnay 5.3%, Zinfandel 5.0%, Tempranillo 4.5%, Sauvignon Blanc 4.4%,
Syrah 4.1%, Petite Syrah 4.0%, and Other 24.8%. Valle de Guadalupe grows close to sixty
percent of the total hectares of vineyards in Mexico, five of the largest wineries in the region are
L.A. Cetto founded 1974 with 40 labels and 500 awards, Casa Domecq founded 1972 with 21
labels and 57 awards, Bodegas de Santo Tomás founded 1888 with 57 labels and 10 awards, and
Monte Xanic founded 1988 with 20 labels and 250 awards, together they account for fifteen
percent of total wine production in Mexico (2021; Trejo-Pech et al., 2012). “At the Concours
Mondial de Bruxelles 2018, where 51 countries competed, Mexican wines obtained one Grand
Gold medal, two Gold medals and twenty-nine silver medals, 17 of the 32 medals corresponded
to the wine region of Baja California” (Castro et al., 2018).
According to Covarrubias and Thatch (2015) the majority of wineries sell direct to consumer
and to restaurants in Mexico but due to border customs limits of one bottle per person most
visitors much enjoy their wine purchase while still located in Mexico. Only the largest wineries
distribute throughout Mexico and into the United States (Thatch, 2015). In the last decade Baja
California has blossomed into a wine region producing some of the best wines receiving over
five hundred awards for the quality of its Mexican wines (Barragán-Quintero et al., 2019).
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 6
Mexico grows over one hundred varieies of grapes including; “Barbera, Cabernet Franc,
Cabernet Sauvignon, Claret Grenache, Merlot, Misión, Nebbiolo, Petite Sirah, Ruby, Cabernet,
Tempranillo, Zinfandel, White Wine Chardonnay, Chasselas, Chenin Blanc, Fumé Blanc, French
Colombard, Sauvignon Blanc, Semillion, Rosé Barbera, Carignan, Cinsaul,t Granache, Merlot,
Montepulciano, Mourvedre, Tempranillo, Sangiovese, Sauvignon Blanc, and Syrah Zinfandel”
(Castro et al., 2018).
According to Rodriguez et al. (2021), Mexico wine production is relatively small-scale
ranking as the twenty-fifth largest in the world, Garcia et al. (2018) places Mexico as the twenty-
four largest, meaning it fell one place between 2018 and 2021. Novo et al. (2019) states there are
199 established wineries in Mexico and SAGARPA says there are 207. “Several civil
associations in Mexico are related to wine production and allied with the International Wine
Organization (IWO) to support the production and promotion of high-quality wine” (Rodriguez
et al., 2021). “The Mexican government passed the Act for the Promotion of the Wine Industry in
2018, this initiative projected that wine production would rise by 50% through an increase of
15,000 hectares of cultivated vineyards in ten years” (Rodriguez et al., 2021; Castro et al. 2018).
Mexico places a twenty five percent luxury tax on wine but currently has no appellation system
(limiting grape varietals), labelling restrictions, or production requirements found in other more
established wine regions (Covarrubias &Thatch, 2015).
Fifty percent of Mexican wine is exported to the United States, followed by thirty percent
going to Japan (2021). According to Covarrubias and Thatch (2015) annual cases produced, by
the top wineries number as follows: L.A Cetto 500,000, Domecq 194,000, Monte Xanic 50,000,
Chateau Camou 15,000, Paralelo 15,000, Adobe Guadalupe 7,000, and Vinos Garza 5,000.
Barragán-Quintero (2019) surveyed 22 vineyard managers and found the majority responded
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 7
they intend to pursue product and process innovation to update and be more competitive
internationally, while increasing their market share and brand value. According to Barragán-
Quintero (2021) surmise, “innovation through catch-up theory in practice has contributed in
playing a very important role in the emergence of specifically New World producers, such as
certain companies from the Baja California wine industry in international markets, these
companies striving to catch-up to their more modern peers, these latecomers to the international
markets, have been changing in a radical way how wine is being produced, sold and even
consumed”. Prior to the Covid-19 global pandemic shutdown Mexican wine producers had little
to no digital trade channels, with the loss of tourism many Mexican vineyards are now easily
located in online discussions, forums about wine, in online courses about wine, and in digital
wine tastings (2021). Now Mexican wines are available on e-commerce sites and are finding
audiences not previously available. Though Meraz et al., (2015) found in an academic research
study a lack of interest from wineries, poor signaling of location in the wine valley, insufficient
indicators about production, import export information, and the lack of a sufficient database of
all the wineries distributed throughout Valle de Guadalupe wine region. Ruiz et al. (2015) had
similar findings and noted, the majority of wineries 73.2% are family businesses, with a relative
majority control 68.8%.
Mexico’s Secretary of State of Tourism markets to 20- to 30-year-olds, or Millennials, in the
specific cities of Mexico City, Monterrey, Guadalajara, Ensenada, Cancun, and Los Cabos
(Garcia et al., 2018). “In this century, Mexican wineries have identified in wine tourism an
accurate way of increasing their participation in the wine market” (Novo et al. 2019). Wine
Tourism is concentrated in three Mexican wine regions: Baja California in the west, Queretaro in
the North, and Coahuila in the center (2019). Through help from the federal government, wine
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 8
tourism is supplemented as an attraction when visiting nearby large Mexican cities such as
Tijuana, Monterrey, Mexico City, and Queretaro, most notably The Wine Route in Baja
California and the Route of Art, Wine, and Cheese in Querétaro. Garcia et al. (2018) states, Baja
California receives an influx of 160,000 visitors per year according to the State Tourism office.
Ramos et al., (2019) states there are four wine routes in Mexico, “Valle de Guadalupe: San
Antonio de las Minas, Guadalupe, Francisco Zarco, El Porvenir, San Marcos, El Sauzal and El
Tigre;La Antigua Ruta del Vino: La Grulla, Santo Tomás and San Vicente; Puerta Norte a la Ruta
del Vino: Valle de Tanamá and Valle de Las Palmas, in the municipality of Tecate; and Ruta
Vinícola de Ojos Negros (Ojos Negros Valley)”. Rodriguez et al. (2021) states Ville de
Guadalupe located in Baja California accounts for eighty five percent of the total wine
production in Mexico. Wine tourism is marketed to allow wine regions and vineyards to establish
a competitive advantage based on the regions landscape, quality of the visit, scenic beauty, and
location (Novo et al., 2019). “Nearly 200 wineries are registered, 135 out of those 200 are open
to the public and offer more than 50 different activities ranging from tours and wine tastings to
massive concerts” (Novo et al., 2019). Garcia et al. (2018) notes wine route tourist can be
classified into for groups: the wine lover, wine enthusiast, wine novices, and the tag along just
going as part of a larger group. Wine tourism experiences have both tangible and intangible
aspects that add value to the wine through assessment and added knowledge (2018).
Castano et al. (2014) says, “Wine consumption in Mexico is low when compared with global
consumption. However, the buying growth rate in 2012 was one of the highest in the world”. For
example, Novo et al. (2019) ranks, Mexico as thirty fifth in the world for domestic wine
consumption with 89.5 million liters per capita consumption, a figure that has increased by 184%
since the year 2000. According to Ruiz (2017) 60% of Mexican wine drinking respondents
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 9
indicated they prefer to consume domestic wine, 36% said both and only 2% prefer imported
wines, having to L.A. Cetto as the most preferred, followed by Bodegas de Santo Tomas, and in
third place in the cellars Casa de Piedra and Monte Xanic. Meanwhile, there are others who
prefer imported wine from Spain, France, United States and Australia “The Consejo Mexicano
Viti Vinicola states that the wine category has been growing at 12% over the past decade, with
Mexicans purchasing 26% national wine and 74% imports” (Garcia et al., 2022). Garcia et al.
(2018) states wine consumers consider multiple factors when considering a purchase including:
brand, label, bottle weight and design, price, and region of origin. Garcia et al., 2018) notes
Mexico is internationally recognized for the quality of wines through awards received but has yet
to identify itself as a quality wine territory by positioning itself in the market with brands or
grape varietals. In a survey of 122 wine consumers visiting Valle de Guadalupe results were as
follows, “How regularly do you consume wine? 48% drink wine once a week, 34% drink wine at
least once a month, 13% who indicated that only drink wine less than once a month, and 5% did
not drink wine at all. In the category of which type of wine consumers chose, red wine 64.8%,
rosé wine 12.3%, white wine 10.7%, 3.3% prefer sparkling wine, and 9% did not indicate the
preference of consumption. Another aspect analyzed was determining the presence of the brand
of the different wineries. First, customers were asked to indicate a wine company they knew, the
first place was obtained by “La Cetto” with 19.7%, "Sol de Media Noche" 12.3%, "EL CIELO"
and "Baron Balche" with 7.4% of the mentions respectively. Within the people who did not
indicate any winery corresponded to 8.2% while 19.7% obtained mentions less than 2%” (Castro
et al., 2018). Drennan et al. (2015) found in a study that while brand satisfaction and brand trust
are important among Mexican wine consumers, it does not detract from the leading factor of
wine satisfaction determining brand loyalty. In addition, “the relationship between wine brand
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 10
trust and loyalty was found to be positive for the overall sample this hypothesis was not
supported for any individual country except Mexico. This finding may be explained by Mexico’s
less-established wine production marketing in relation to the other sampled countries, which may
result in more variability in perceptions of wine quality and knowledge of wine brands”
(Drennan et al., 2015). James and Norman (2014) conducted market research with “Age groups
were skewed toward the 55+ group with 52.7%”, “Only 20% of the respondents had tasted
Mexican wines and 18% had visited Mexican wineries”, “77% of respondents having a Poor,
Below Average or Average opinion of Mexican wine quality. An even greater number had
similarly low opinions of the reputations of Mexican wineries, the winery staff’s knowledge of
wines, the accessibility of wines and availability of wine tours”, “respondents indicated they
would not engage in behaviors such as buying Mexican wines, recommending Mexican wines to
a friend or visiting Mexican wineries, with more than three-quarters of the group responding
Never, Probably not or Maybe to these survey items”, following a trip to the wine region of Valle
de Guadalupe respondents replied to the question of perception of Mexican wines, “The Above
Average and Excellent percentages ranged from 48% to 85% for perceptions and from 34% to
84%”. Olsen et al. (2002) found the best way to introduce the American wine consumer to
Mexican wine may be through Mexican restaurants. Pelegrín-Borondo (2019) discovered,
Culture had a significant effect of wine quality and American consumer regarded wineries in the
Baja California region as inferior, a need by the wineries to communicate a greater level of
promotion based on cultural differences was necessary. Five consumer segments have been
identified, showing clear differences in terms of the importance, attached to different wine
attributes: “Traditionalists”, “Wine seekers”, “Label fans”, “Insecure” and “Price conscious”.
These wine consumer segments could be characterized by traditional socio‐demographic profiles
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 11
and only differed in wine consumer preferences (Speilmann et al., 2019).
Twenty peer reviewed journal articles, sourced for relevance to the topic, are used in this
literature review. One article is dated from 2002 and the remaining nineteen, range from the
years 2012 to 2022. This literature review is arranged thematically, subtopics are related to the
marketing problem, “How can the consumer perception of poor quality, associated with Mexican
wines, be overcome?”.
Though Mexico was the first country in North American to produce wines, Mexican wines
have not been widely available until relatively recent. While many have received numerous
awards most are unknown to the average consumer. Because of this unfamiliarity perceptions of
Mexican wine quality are low. However, when introduced to Mexican wines most consumers
change to a high-quality perception. Mexico has committed resources to promoting and
expanding it wine tourism regions and its international recognition of Valle de Guadalupe as a
wine cluster. In addition, vineyards are starting to embrace the internet and are increasing their
digital presence. Further questions to be answered include, what steps can be taken to convey to
the consumer the quality of Mexican wines? According to Speilmann et al. (2016) studies show,
product and country of origin are inappropriate for determining wine quality. Dimensions
associated with a wines extrinsic and experimental feature, intrinsic features especially ones
associated with emotions such as brand labels, personality and holistic design matter more than
country origin for wine as a branded product.
Purpose
This proposed study seeks to answer the research question, what is the American
consumers’ perception of the quality of Mexican wine? The intent is to determine if the Valle de
Guadalupe wine region can expand to internationally recognition as a quality wine cluster and
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 12
does the Millennial generation hold less biased towards Mexican wines than older generations.
For market research purposes survey respondents should be limited to a sample size that
excludes Generation Z but represents a broad cross section of American wine consumers.
Limited by research funding a survey sponsor should be found, possibly within the top wine
producing vineyards of Valle de Guadalupe, Mexico. Should a survey sponsor exist this market
research study should be conducted online in the United States though a survey instrument of
over 200 respondents to insure validity.
Procedures
To determine is a bias exist towards Mexican wines a qualitative approach: postpositivist
worldview, experimental design, and pretest and posttest measures of attitudes will be used. For
example, Creswell (2018) states, “an experimental design used in which attitudes are assessed
both before and after an experimental treatment”. Data will be collected from an online survey
instrument to measure the attitude of wine consumers towards Mexican wines, both before and
after revealing the wine region of origin, testing the hypothesis: H1 American wine consumers
will have a better opinion of Mexican wine once they have become familiar the Mexican wine
regions or H2 American wine consumers will not have a better opinion of Mexican wine once
they become familiar with the Mexican wine regions. The researcher will practice the following
methods: collect participant meanings, focus on a single concept, bring personal values into the
study, validate the accuracy of the findings, make interpretations of the data, and employ text
analysis procedures. To avoid any researcher personal issues in their role, explicit identification
of any conflicting bias, values, demographics, history, culture, socioeconomic status that could
alter their interpretation or collection of data should be revealed (Crestwell, 2018, p. 183).
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 13
Data Collection
Instrument used for data collection will be through online tools, this is necessary to generate
a broad demographic of the American wine consumer, through semi structured qualitative
interviews and online survey responses. To incentivize participation, respondents will be paid for
their time.
Anticipated Ethical Issues
To check for qualitative validity the accuracy of findings will be determined member
checking the final report with participants to conducting a follow up interview. In addition,
reliability will be checked by documenting the procedures and steps of the interviews and
surveys. To avoid potential for ethical issues The sponsor of a market research study will not be
furnished any of the contact details of participants who have taken part in this market research
survey.
According to the bible one should, “Do your best to present yourself to God as one approved,
a worker who does not need to be ashamed and who correctly handles the word of truth” (King
James Bible, 1769/2017, 2 Timothy 2:15). Christian market researchers should at all times act
upon the values and teachings of God especially with regard to honestly presenting data and
findings presented even if the truth may or may conflict with the market research study sponsors’
desired results.
Expected Outcomes of Larger Study
Based on findings of the market research pilot study the hypothesis H1 American wine
consumers will have a better opinion of Mexican wine once they have become familiar the
Mexican wine regions will be proven correct. Interview respondents familiar with Valle de
Guadalupe Mexico and its award-winning wines, rated Mexican wines to be of high quality.
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 14
Recommendations for Future Research/Marketing Management
Finding participants willing to take the necessary time to be interviewed was quite difficult,
for this reason participants must be offered incentives for a large-scale study to be feasible it
must be sponsored. To better gain the necessary qualitative data to analyze market researchers
should expand on the number of open-ended questions and conduct follow up using instruments
such as focus groups within several regional locations throughout the United States. Results of
this market research study will contain data that will be valuable in solving the marketing
management problem of how to overcome any negative perceptions the American wine
consumer has towards wines produced in Valle de Guadalupe and the other wine regions of
Mexico.
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 15
References
Barragán-Quintero, R. V., Ovalle-Osuna, O. O., Ahumada-Tello, E., & Evans, R. D. (2019, June).
Measuring the effects of innovation in wine companies in Baja California. In 2019 IEEE
Technology & Engineering Management Conference (TEMSCON) (pp. 1-5). IEEE.
Barrágan-Quintero, R. V., Pareti, S., & Ovalle-Osuna, Ó. O. (2021, August). The Impact of
Digitalization in the Latin American Wine Industry During the Covid-19 Pandemic.
In 2021 IEEE International Conference on Technology and Entrepreneurship (ICTE) (pp.
1-6). IEEE.
Castaño, R., Martinez, J., & Morales, R. (2014). Wine consumption in new and expert
consumers: the case of Mexico. International Journal of Leisure and Tourism
Marketing, 4(1), 50-62.
Castro, D. A. H., Velásquez, S. G., & Cuadra, A. M. (2018) Analysis of the Consumption
Preferences of Wine Tourism in The Industrial District of the Guadalupe Valley.
Covarrubias, J., & Thach, L. (2015). Wines of Baja Mexico: A qualitative study examining
viticulture, enology, and marketing practices. Wine Economics and Policy, 4(2), 110-115.
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed
methods approaches. SAGE Publications, Inc.
De Magistris, T., Groot, E., Gracia, A., & Albisu, L. M. (2011). Do millennial generation's wine
preferences of the “New World” differ from the “Old World”? A pilot study. International
Journal of Wine Business Research.
Drennan, J., Bianchi, C., Cacho-Elizondo, S., Louriero, S., Guibert, N., & Proud, W. (2015).
Examining the role of wine brand love on brand loyalty: A multi-country
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 16
comparison. International Journal of Hospitality Management, 49, 47-55.
García-Rodea, L. F., Thomé-Ortiz, H., Espinoza-Ortega, A., & de Alcântara Bittencourt-César, P.
(2022). Viniculture and Tourism in the New World of Wine: a literature review from the
American continent. Wine Economics and Policy.
García Fernández, A., Meraz Ruiz, L., & Díaz Gómez, E. R. (2018). Wine tourism and wine
marketing in family-owned micro wineries in Guadalupe Valley, México.
Hague, P. N., & Harrison, M. (2022). Market research in practice: An introduction to gaining
greater market insight. KoganPage.
James, M. S., & Norman, T. (2014). Visiting mexican wineries: can education lead to
appreciation?. Journal of Tourism Research, 142.
King James Bible. (2017). King James Bible Online. https://www.kingjamesbibleonline.org/
(Original work published 1769)
Meraz Ruiz, L., Maldonado Radillo, S. E., & Ramírez Cacho, S. I. (2015) Strategies of
Competitiveness of Micro, Small and Medium Wineries of the Wine Route of Valle De
Guadalupe, Baja California, Mexico. Science and Technique Viticulture, 30(3), 2-20.
Novo, G., Osorio, M., & Sotomayor, S. (2019). Wine tourism in Mexico: an initial
exploration. Anatolia, 30(2), 246-257.
Olsen, J. E., Nowak, L., & Clarke, T. K. (2002). Country of origin effects and complimentary
marketing channels: is Mexican wine more enjoyable when served with Mexican
food?. International Journal of Wine Marketing.
Pelegrín-Borondo, Ortiz, R. F., & Meraz-Ruiz, L. (2019). Emotions among winery tourists: new
vs old wine world. International Journal of Wine Business Research., 32(2), 181–201.
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 17
https://doi.org/10.1108/IJWBR-01-2018-0005
Ramos, K., Cuamea, O., & Galván-León, J. A. (2019). Wine tourism: Predictors of revisit
intention to micro, small and medium wineries on the Valle de Guadalupe wine route,
Mexico. International Journal of Wine Business Research.
Rodriguez, J. C., Gomez, M., & Manzo, M. A. (2021). High-Performance level and technology
management among winery firms in the wine industry cluster of Baja California: a
FSQCA approach. Revista de Administração de Empresas, 61.
Ruiz, L. M. (2017). Preferences in wine consumption in Mexico, wine tourism and chances of
success for winemaker’s entrepreneurs. Revista Turismo: estudos e práticas, 6(1).
Ruiz, L. M., Radillo, S. E. M., Rivera, B. R. G., & Baron, M. C. R. (2015). Characterization on
the Wineries of the Wine Route of Valle de Guadalupe, Baja California,
Mexico. European Scientific Journal, 11(16).
Spielmann, N., Babin, B. J., & Verghote, C. (2016). A personality-based measure of the wine
consumption experience for millennial consumers. International Journal of Wine
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QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 18
Appendices
Interview Questions
1.) How did you first here about the wines produced in Mexico?
2.) What is your experience with the taste and quality of Mexican wines?
3.) How would you describe your knowledge of Mexican wines?
4.) What attracts or detracts you from purchasing wine produced in Mexico?
5.) What are the main reasons you choose one bottle of wine over another?
6.) How would you rate yourself in relation to knowledge of Mexican wines?
7.) What is your overall preferred wine region?
8.) How did you determine that wine region was preferred?
9.) What are the qualities you look for when selecting one wine region or another?
10.) What have you heard about the Mexican wines produced in Valle de Guadalupe?
Interview Transcripts with Coding
Date Interview Conducted: July 15, 2022
Time Started: 15:46 PM
Time Ended: 16:02 PM
Location: Valle de Guadalupe, Baja California Mexic0
Chowning: Hello, how are you today?
Participant 1: Doing good.
Chowning: Today, I’m conducting this interview to determine, “What the American consumers’
perception is of the quality of Mexican wines produced in Valle de Guadalupe Mexico. Do I have
your consent to begin the interview?
Participant 1: Ah huh
Chowning: Is that a, yes?
Participant 1: Sorry, yes.
Chowning: OK. So, how did you first here about the wines produced in Valle de Guadalupe,
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 19
Mexico?
Participant 1: I read an article awhile back, in the Herald I think.
Chowning: The San Diego Herald newspaper?
Participant 1: Yes.
Chowning: Thank you for clarifying that, and what was your experience with Mexican wines
prior to visiting the Valle de Guadalupe wine region?
Participant 1: None, today was the first time I tasted Mexican wine.
Chowning: I see, that leads me to the next question. How would you describe your knowledge
and expertise of Mexican wines?
Participant 1: Like I said I don’t really have any expertise.
Chowning: You mentioned you did attend a wine tasting earlier today. How would you describe
the Mexican wines in that tasting?
Participant 1: We’ve actually been to a few vineyards, I was surprised by the quality, my favorite
is the one from Returno called Decada, it was a red wine blend, I think.
Chowning: Great, so what would you say attracts or detracts you from purchasing wine produced
in Mexico?
Participant 1: I like the prices here, very affordable compared to the states.
Chowning: Are you planning on taking any wine back home today.
Participant 1: Probably not, I’m not sure what the laws are.
Chowning: Sure, I understand.
Chowning: What are the main reasons for you choosing to visit the wine region of Valle de
Guadalupe?
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 20
Participant 1: We are staying at an Airbnb in Ensenada and thought it would be fun to do the
wine route.
Chowning: What is your preferred wine region and what are the qualities you look for when
selecting one wine region over another?
Participant 1: Honestly, I’m not that into regions. I usually just go by the label, if it looks
interesting, I buy it.
Chowning: What aspects do you like in the labels of the wines you purchase?
Participant 1: The artwork, and I like to read the story on the back.
Chowning: Ok, next can you tell me what you have heard about the Mexican wines produced in
Valle de Guadalupe?
Participant 1: I know they are really growing and have won awards.
Chowning: Do you mean the Mexican wine region of Valle de Guadalupe is expanding.
Participant 1: Yes, we visited Ensenada for a Baja 1000, I’d say ten years ago, and I don’t
remember seeing anything like this then.
Chowning: Well that pretty much concludes the interview, I’d like to thank you for taking the
time to speak with me today. Enjoy your vacation.
Participant 1: No worries, have a good one.
Interview #2
Date Interview Conducted: July 15, 2022
Time Started: 16:23 PM
Time Ended: 16:41 PM
Location: Valle de Guadalupe, Baja California Mexico
Chowning: Hello, how are you today?
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 21
Participant 2: I can’t complain.
Chowning: I’m conducting this interview to determine, “What the American consumers’
perceptions are of the quality of Mexican wines produced in Valle de Guadalupe? Do I have your
consent to begin this interview?
Participant 2: Yeah sure, go ahead.
Chowning: Thank you, can you tell me how did you first here about the wines produced in Valle
de Guadalupe, Baja California Mexico?
Participant 2: Well, I’m not sure I’ve been coming here since to 80’s and have seen the wine
valley get going.
Chowning: What was your experience of Mexican wines prior to visiting the Valle de Guadalupe
wine region?
Participant 2: I’ve had Mexican wines in restaurants in California.
Chowning: Restaurants serving Mexican cuisine?
Participant 2: Yes, and in a surf and turf place I believe.
Chowning: And how would you describe your knowledge and expertise of Mexican wines?
Participant 2: I’d say I’m a novice, what with all the vineyards here.
Chowning: How many vineyards have you been to overall.
Participant 2: Well not sure this is my third or fourth trip.
Chowning: What attracts or detracts you from purchasing wine produced in Mexico?
Participant 2: I like to support the region and the wines here are as good as any.
Chowning: What are the main reasons for your choosing to visit the wine region of Valle de
Guadalupe?
Participant 2: I enjoy the laid-back atmosphere and the people are very friendly, much more than
QUALITATIVE RESEARCH PROSPECTUS ASSIGNMENT 22
Napa.
Chowning: What is your preferred wine region and what are the qualities do you look for when
selecting one wine region over another?
Participant 2: Here its cheap and the weather is great.
Chowning: How do the wines here compare to the Napa Valley wine region?
Participant 2: Just as good if not better.
Chowning: What have you heard about the Mexican wines produced in Valle de Guadalupe?
Participant 2: I heard they are winning some pretty prestigious awards.
Chowning: Thank you for your participation today, this concludes my interview. Hope you enjoy
your stay.
Participant 2: Your welcome, glad I could help.
Color Legend
Awards, Price, Quality, Restaurant, Familiar
Timeline
Budget (with Rationale)
