Markreting consumption of consumers for improvement of wine quality
Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 4
Abstract
The aim of the article. This article provides the analysis of several marketing studies of sparkling wines in order to clarify the organoleptic preferences of consumers, consumers' perception of certain types of wine and also knowledge and attitudes towards them. The results of the analyses. The research was conducted on the basis of the Odessa National Academy of Food Technologies in the sensory laboratory created with the support of the company "Shabo". The methodology of the research was divided into 4 stages: introduction by discussion of the instructions for conducting the research and filling out the requisite questionnaire; blind tasting of six market samples of sparkling wines; quantitative research: an additional block of questions about sparkling wine; holding a focus group. At the first stage of the study, the frequency of wine consumption and the criteria for choosing a particular brand of wine were clarified. As a result of the "blind" testing, six brands of sparkling wine were studied for organoleptic properties. A questionnaire was subsequently conducted to determine the perception of consumers of a particular brand of wine and their attitude to it. According to the results of these studies, the optimal organoleptic properties of sparkling wine were determined. For the new product, a marketing complex was developed for better market promotion. To determine the productivity of marketing activities, the company budget was calculated for the implementation and promotion of the drink. Conclusions and perspectives for further research. The surveys revealed organoleptic and practical (packaging, boxing, etc.) consumer wishes, as well as developed recommendations for improving the attractiveness of the product, which can be used by various companies in the industry. It is also possible to emphasize the importance of conducting repeated marketing studies for consumers, because their preferences in taste change over time due to different circumstances.
Authors and Affiliations
Oksana Yashkina, Natalia Syrotiuk
Keywords
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- EP ID EP530723
- DOI 10.15276/mdt.2.4.2018.5
- Views 120
- Downloads 0
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