THE INFLUENCE OF SOCIO-CULTURAL FACTORS ON THE MODERN CONDITIONS OF THE GLOBAL ALCOHOLIC BEVERAGES MARKET
Journal Title: ЕКОНОМІЧНИЙ ДИСКУРС - Year 2018, Vol 1, Issue 2
Abstract
Introduction. The functioning of the alcohol market has been and remains an issue that causes sharp debates in society. However, the indisputable fact is that, this product has been an integral part of most cultures around the world for thousands of years, leaving its mark in the history of nations and civilizations. Understanding the factors that shape the present and the future model of alcohol consumption is an opportunity for marketers to combine the goals of economic development with socially responsible approaches to doing business. Methods. The basis of the study is an analysis of the studies and publications devoted to the impact of global and national social and cultural factors on the behavior of alcohol consumers and their connection with the marketing activities of the manufacturers. Thus, the following methods are used during the study: the method of theoretical generalization, monographic, historical, abstractly and logical methods. Results. The conducted research allowed identifying several key dimensions of social and cultural factors influence on the current state of the global alcoholic beverages market, including universal, nationally or regionally focused, as well as globalization, which to a greater or lesser extent corrects the previous two, changing the priorities and motivations for alcohol consumption.In particular, the thesis on the significant influence on the behavior of consumers of national and local culture, authentic traditions and leading religious movements is confirmed. At the same time, the current reality is the influence on the model of consumption of globalization processes, the manifestation of which is the switching of consumers from beverages traditional to their region, to new and unusual products, strengthening the style of “fusion”, premiumization of alcohol consumption, as well as increasing consumer education in questions of a healthy lifestyle. Discussion. Further development of this topic we see in the study of prospects for further convergence of consumer behavior in the global alcoholic beverages market.
Authors and Affiliations
Larysa Kozyn
Keywords
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