Analysis of consumer preferences when choosing wine

Abstract

Introduction.The peculiarities of consumer behavior when choosing wine were investigated in current work, that had been dictated by the need to identify preferences for the implementation of effective product policy. Materials and methods.The research is based on information of a survey conducted using the questionnaire, which consisted of two parts: the personality questions about participants, including their gender, age, income level, social status, and directly the questions about choice of a wine bottle with answer options.The conjunction tables and the χ2 criterion were used to determine statistical correlations between factor and result parameters. Results and discussion.Taking into account the various characteristics of the wine, including its economic, technological, ampelographic components, as well as the appearance of the bottle and the beverage label, significantly influence the consumers of different social statuses.Thus, women and men with diverse family status differ in the choice of wine, given the grape variety from which it was made, while other quality characteristics of wine is not critically influential.Therefore, consumers with various income levels choose wines of different price categories, the organoleptic properties of which they consider unique.However, the price of wine and its gastronomic attributes are statistically significant for people aged from 18 to 50 that prove the difference among preferences of generations.Also women aged from 25 to 35 with income level higher than 200 American dollars ready to buy souvenir wine bottle.In addition regardless of marital status, survey participants buy wines at all proposed places of sale, but ones who have higher level of income prefer wine specialized stores.However, married people largely choose wines for holidays, gastronomic pleasure or for medicinal purposes, because wine is enriched by antioxidants, vitamins and has relatively low calorie content.Respondents aged more 35 are also buy wine at the aforementioned shops or directly from the wineries, which may be related to greater experience when choosing alcoholic beverages.Most respondents choose wines whose label is simple and understandable, especially with the image of the winery, a grape cluster, because it demonstrates the production of wine, its place of origin.Moreover, most consumers prefer to add information on the label about the combination of wine with certain products and tend to buy wine, the bottle of which is standard 0,75 dm 3 . Conclusions.The criteria of choosing a wine, its quality properties and the choice of purchase place differs among consumers with different personal characteristics, which has the practical importance in order to develop the effective marketing, taking into account the preferences of the population.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 4 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.