The wine market of Ukraine in 2024
DOI:
https://doi.org/10.31617/2.2025(53)04Keywords:
viticulture, wine, consumer, buyer behavior, motivational factors, marketing strategy, wine tourism.Abstract
Abstract. The relevance of the study lies in understanding consumer preferences in wine selection, essential for adapting to current trends, improving consumer satisfaction, and ensuring the competitiveness of local producers. The purpose of the study is to analyze consumer behavior in wine selection across different categories of consumers, in the context of growing demand for a variety of wines, both local and imported, and to identify the key factors influencing these preferences. The research methods involved surveying 112 respondents aged 18 to 56+, using closed-ended questions to collect data on demographics, purchase frequency, preferred purchase locations, taste preferences, and perceptions of local wines. The results showed that the largest group of consumers (55.4%) was in the 36–45 age category. White wine emerged as the most popular choice, with 69.6% of respondents selecting it most frequently. Gender analysis revealed a slight difference in preferences: 70.6% of men and 68.4% of women prefer white wines, suggesting nearly equal interest between genders. Supermarkets were the most popular purchase channel across all age groups. Older consumers, in particular, show a preference for supermarkets and specialized wine shops, valuing the shopping experience and expert recommendations. Imported wines from France, Italy, and Spain were the most preferred, though there is growing interest in local wines from certain consumer groups. The practical value of the study lies in providing recommendations for local winemakers, marketers, retailers, online wine shops, and tourism businesses to improve their marketing strategies and better align with consumer preferences, ensuring sustainable growth and consumer loyalty.
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