Evaluation of consumers’ preferences impact on the level of the wine enterprise marketing mix communication component adaptation
Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 4
Abstract
Aim of the article. The market is an extremely dynamic institution, consumer preferences are changing rapidly, so information about consumer preferences needs to be constantly updated in order to build the most effective marketing communication mix. The aim of the article is to form a profile of consumer according to their socio-demographic characteristics, buying behavior in the market, main preferences and motives for the purchase of wine; as well as assess the influence of marketing communication tools on the formation of consumers' tastes and preferences, using the methodology of target research of consumers. The results of the analyses. To achieve the goal of the research, a computer questionnaire was used. Questions were dedicated to such aspects: frequency and motives of consumption; preferences in types of wines, their country of origin; the degree of consumer loyalty to the brand; consumer activity in the use of digital technologies when buying wine and obtaining information about it. According to the gathered data, two profiles of consumers of wines have been formed. Despite some differences in the characteristics of profiles, the key aspects that should be taken into account in the process of forming marketing communication mix are similar. In view of this, factors influencing the level of wine enterprise marketing mix communication component adaptation are identified. They are: the target audience of the marketing communication mix – women from the generation of middle and upper middle-income millennials; low level of consumers knowledge of about wines; motives for wine consumption can be divided into three groups: taste preferences, emotional and rational. The most important are the taste preferences, on the second place – emotional motives; Ukrainian consumers, as well as foreign ones, prefer red wines; regarding the content of sugar, unlike Europeans, Ukrainians prefer semisweet wines; Ukrainian wines (especially produced in Kherson region) are popular among consumers; among the most important criteria while choosing wine, apart from taste, quality, price and country of origin, consumers distinguish the criterion of product organicity; loyalty to the trademark is low; the predominance of non-digital marketing communication tools over digital ones, namely: consultants in stores, trade presentations and wine-tastings. This can partly be explained by the low level of consumer knowledge about wine; low level of digital technology use for purchasing wine and obtaining information about it.
Authors and Affiliations
Vira Fomishyna, Nadiia Fedorova
Keywords
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- EP ID EP530686
- DOI 10.15276/mdt.2.4.2018.2
- Views 88
- Downloads 0
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