A toast to emerging terroir: exploring consumer attitudes toward local wine in Ukraine

Oleksandra Hanchukova, Natalia Velikova, Olena Motuzenko
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Abstract

Purpose

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.

Design/methodology/approach

Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.

Findings

The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.

Originality/value

To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

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为新兴风土干杯:探索消费者对乌克兰当地葡萄酒的态度
目的 本文旨在探讨乌克兰的新兴葡萄酒市场。设计/方法/途径通过对乌克兰葡萄酒消费者(N = 325)的在线调查收集数据。通过因子和聚类分析来评估消费者对当地葡萄酒的总体态度。研究结果表明,质量感知、价格敏感度和声誉在影响当地消费者对乌克兰葡萄酒的态度方面起着至关重要的作用。研究发现了三个不同的消费者群体。当地怀疑论者对当地葡萄酒持保留意见。当地葡萄酒大使对当地葡萄酒表现出最高的热情和支持。本地非葡萄酒鉴赏家对葡萄酒的了解和参与程度最低,因此他们对本地葡萄酒业的看法尚未形成。据作者所知,本文是首次根据乌克兰当地葡萄酒消费者的态度和看法来确定不同类型葡萄酒消费者的研究尝试。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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