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Introducion Southern Sweden is an emerging wine region. Two things have made wine growing possible on our latitude: slowly rising temperature and new crossings of hereditary grape varieties. Grapes is a culturally new product in the Swedish farming landscape, which requires an introductory period. Consumers in an emerging wine region are faced with a tough choice between more familiar, non-local wines and new locally produced wines. This work is aimed at researching Swedish consumers attitude towards locally produced wines. Background Despite the importance of understanding new markets, it is often assumed that local residents automatically accept local products. However, this is not always the case. Consumers' attitude to local wines in the emerging wine region is of great value to local wine producers, as their attitude affects whether positive information about new products will spread among potential customers. Purpose The purpose is to examine Swedish consumers' attitude to Swedish wines. Method Web survey Results Result shows that there are more women than men who have tasted Swedish wines. 47% of those who have tasted have positive attitude, 29% did not think it is woth the money and 13% did not like the taste. Conclusion The majority of respondents have a positive attitude towards Swedish wines. / Inledning Södra Sverige är en framväxande vinregion. Två saker har möjliggjort vinodling på våra breddgrader: stigande temperatur och nya korsningar av härdiga druvsorter. Vindruvor är en kulturellt ny produkt i det svenska odlingslandskapet, vilket kräver en introduktionsperiod. Konsumenter i en framväxande vinregion ställs framför ett tufft val mellan mer bekanta, icke lokala viner och nya lokalproducerade viner. Detta arbete är inriktad på att genom en enkät undersöka vad svenska konsumenter tycker om lokalproducerade viner. Bakgrund Trots vikten av att förstå nya marknader antas det ofta att lokalbefolkningen automatiskt accepterar lokalproducerade viner med tanke på trenden att handla närproducerat, men det är inte alltid så självklart. Konsumenters attityd till lokala viner i framväxande vinregion är av stort värde för lokala vinproducenter, eftersom deras attityd påverkar huruvida positiv information om nya produkter kommer spridas bland potentiella kunder. Syfte Syftet är att undersöka svenska konsumenters attityd till svenska viner. Metod Webbundersökning Resultat Resultat visar att det är fler kvinnor än män som har smakat svenska viner. 47% av de som har smakat är positiva, 29% tycker inte det är prisvärt och 13% tycker inte om smaken. Slutsats Majoriteten av respondenter är har positiv attityd till svenska viner.

Abstract Title: What motivates Swedish Millennials’ choices when buying wine?  Level: Bachelor thesis in Business Administration, final assignment.  Authors: Richard Tarschis and Dag Ehlin  Supervisor: Jonas Kågström  Date: 2018 – January  Aim: The purpose of this work is to analyze which driving forces affect the Swedish Millennials’ choices in the purchasing process of wine.  Method: We used a quantitative research method in the form of a web-based survey that was sent out via Facebook and email with a total of 254 respondents. These data were then analyzed in the SPSS statistical software through cluster analysis, factor analysis and correlation analysis. The selection was aimed at Swedish men and women from Generation Y.  Results & Conclusion: The results showed that the two most important driving forces were the emotional aspect as well as Word of Mouth. We also found that hedonism is a driving force for buying wine in general rather than for buying a specific wine.  Contribution of the thesis: The study contributes to an understanding of what driving forces are the basis for purchasing decisions of a particular wine for the younger part of Swedish Generation Y. For marketers, this means knowledge about which marketing strategies they should use to reach the target group in question.  Suggestions for future research: Future research should focus on replicating the study with a representative sample, a selection that is evenly distributed between all ages of the generation. It would also be interesting to replicate the study in neighboring countries such as Norway and Finland.  Key Words: Consumer behavior, motivational factors, purchasing process, wine consumption, Millennials, Sweden.

This study aims to investigate how the factors of identity, lifestyle and network interact andconnect with wine consumption. The goal is to give a broader understanding of howindividuals experience this connection. As this study is a qualitative study, six interviewswere conducted to collect empirical evidence and all participants were women. The theoriesused to guide the findings of this study are based on theories about identity, lifestyle andnetwork. This study aims to contribute to research on how identity, lifestyle and network all influencewine consumption, both in their own way, but also together. The results show that when awoman’s socio-economic position changes, as does her wine consumption. The informantsalso described the wine they used to drink like they described themselves. Their networkplayed a role by being a place for them to enjoy wine socially or to find new friendships.