Abstract:

The primary research objectives were:

1. To identify and evaluate consumers' attitudes to different retail liquor outlets in terms of their strengths, weaknesses and general imagery;

2. To provide a qualitative assessment of respondents reactions to retailers (not necessarily specialist off-licences only) liquor advertising, with particular emphasis on Victoria Wine's Christmas advertising;

3. As a subsidiary objective, to identify if the current economic constraints have affected consumer's purchasing behaviour and what effect it will have in the future.