Abstract The wine industry has become inundated with many wine selections from all parts of the world. Competition is high and marketing is ever more important. Variety in selection is almost limitless. In order to remain competitive and to better understand the wine consumer and what exactly the wine purchaser is looking for, the wine industry conducted research using a survey and a sample group to better understand the market. Gender is found to play a big part in the focus of marketing. It has been found women are the number one consumers of wine in the U.S. This essay will be critiquing a study performed to examine gender differences in information search financial risk aversion. This research will show what women are looking for when selecting their wine. Experimentation Critique on Research Regarding Women Wine Consumers Worldwide the wine industry has grown to the point that marketers are seeking ways to best differentiate their brands to the consumers. When evaluating how the consumers make decisions researchers are probably wise to look for differences by demog......

Word Count: 1602
Page Count: 6.4 (250 words a page / double spaced)

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