Analysis of the assortment of ice wine in online stores in Ukraine

Abstract

Unbalanced structure of the assortment leads to the decrease in the level of proft, loss of the competitive position of enterprises, including wine ones, in promising markets. In the conditions of the modern wine market, there is a tendency to increase consumer influence on the formation of the assortment range of wineries, focusing on wines with original consumer properties, in particular ice. Ice wine is a rare wine of a special type, the technology of which involves the use of non-classical methods of processing grapes. Therefore, ice wine is characterized by original consumer properties leading to increased interestamong consumers who increasingly use distance means of buying goods.In this regard, in this article the monitoring of the ice wine assortment was conducted, which is presented on the sites of Ukrainian online stores, both general retail and specialized wine networks.Coefcient estimation methods were used to evaluate the assortment of ice wines based on comparison with the benchmark system. According to the results of the study, the low coefcients of breadth and depth of ice wine assortment presented in the onlinestoresin Ukraine were obtained. It was determined that most ice wines are wines of foreign producers made from Riesling grapes. The Rozetka online store has the entire list of ice wines on sale, but the largest assortment of ice wines from around the world is not available for orders on the website of the specialized wine online store Wine Style. It should be noted that not a single position of ice wine was found in the online stores of Ukrainian grocery retail chains. Therefore, the subsequent formation of an assortment of ice wines is an urgent task, which will allow us to correctly propose effective methods to increase the competitiveness of ice wines on the Ukrainian retail market. It was determined that most ice wines are wines of foreign producers made from Riesling grapes. The Rozetka online store has the entire list of ice wines on sale, but the largest assortment of ice wines from around the world is not available for orders on the website of the specialized wine online store Wine Style. It should be noted that not a single position of ice wine was found in the online stores of Ukrainian grocery retail chains. Therefore, the subsequent formation of an assortment of ice wines is an urgent task, which will allow us to correctly propose effective methods to increase the competitiveness of ice wines on the Ukrainian retail market. Key words: assortment, market, online store, ice wine, depth ofassortment, breadth of assortment.

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