The past decade has seen a steady increase in wine consumption in Taiwan. With the increase comes the need to understand how consumers choose wine. Market segmentation is the principal concept in this study, and the aim is to find consumer behaviors of wine in different segments. A range of behavioral and demographic information was collected by the survey of questionnaire. In particular, participants were asked to indicate on average how many bottles of wine they purchased and how many hours they spent to acquire wine information per month. The above information forms the basis of segmenting, together with other behavioral information, combines to form profiles of consumers with high and low involvement of wine. In the process, cluster analysis was performed to divide the respondents into two groups, cross analysis and chi-square test were used to evaluate the significant differences on behavioral variables, and factor analysis and one-way ANOVA were applied to find which wine characteristics were important toward each segment. The result showed that significant differences were found between two groups on the choices of wine types and wine outlets, the way of acquiring wine information, the factors effecting to choose wines, and the characteristics of wine they emphasized.

The last five years has seen a large increase in the sales of ecological wines in the Swedish retail stores. This trend has not yet reached the restaurants, where the consumers do not choose an ecological alternative in the same amount as in the stores. The Chilean ecological wines were 2010, in top five bestsellers among the organic wines. With their good quality and low price they should be able to reach a larger market share in the restaurants as well. The purpose of this paper is to examine what contributes to the difference of ecological wine sold in Swedish retail stores and in the restaurants, another aim is to find what influences Systembolaget and the restaurants when purchasing wine.

Thesis (MBA)--University of Stellenbosch, 2010. / South Africa is currently not considered a wine-drinking nation. The consumption per capita rate is very low, especially for a wine-producing country. To date, the wine industry has grown due to exports allowed since sanctions were lifted in 1994. With the export market set to decelerate over the next few years, the wine industry will have to develop the domestic market, especially the black consumer market for future growth. The emerging black market of South Africa has materialised as the strongest buying influence in the economy. They have an overwhelming desire to have access to a lifestyle, which in the past was not possible. While they are status and lifestyle orientated, they want products and brands that are aspirational and close to them. Understanding this market and the potential they pose is vital for the wine industry’s future. Wine marketers need to understand this target market’s thoughts and perceptions around wine, as this market is still largely untapped. The emerging black market has had little exposure to wine compared with other alcoholic drinks such as beer, brandy and the ready-to-drink category and the wine industry will have to look at a comprehensive strategy to target them. It is the purpose of this study to provide detailed insights into the emerging black market of South Africa in connection with wine consumption. Initially, a literature review was conducted to investigate this target market and the wine industry’s current situation. Various marketing tools were discussed designed to specifically target the emerging black market. Based on this information, a consumer survey was conducted amongst black MBA students of the University of Stellenbosch Business School (USB). The data was analysed and conclusions were drawn that answered the questions and objectives of this study. The analyses showed that the wine industry should focus on the women segment of the emerging black market, as they are the current group interested in wine. Other main findings included that wine needed to be positioned as an aspirational product; that brand ambassadors in large social networks should be identified; and finally that the wine industry and all its stakeholders should work together to educate the emerging black market and collectively apply the various marketing techniques found to be popular.

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.

Thesis (MBA)--University of Stellenbosch, 2011. / Wine is not the alcoholic beverage of choice for the average South African. South Africa‟s wine consumption per capita is much lower than in other wine producing countries. It would be hugely beneficial to the South African wine industry if our domestic market were beter developed. This study aims to improve our understanding and knowledge of the South African wine market by exploring the purchasing behaviour and preferences of the South African wine consumer. This objective is attained by identifying whether a correlation exists between demographic variables and wine purchasing behaviour in the South African market. A literature review of international research indicated that various demographical, behavioural and other determinants significantly influence a consumer's decision to buy wine. This information was used to formulate a data collection strategy. A quota sampling strategy was used and the data was collected with the help of an online questionnaire. This study used the chi-squared test of a contingency table to determine if a relationship exists between any of the variables and the Cramer‟s V test was used to measure the strength of the association. This study produced similar results as other international studies conducted on the factors influencing wine purchasing behaviour. The male survey respondents tended to spend more on average on a bottle of wine and had on average a higher wine knowledge when compared to the female survey respondents. The older survey participants consumed more wine and tended to spend more per month on wine compared to their younger counterparts. The respondents in the higher income groups tended to spend more per month on wine and purchased wine that is more expensive when compared to their counterparts in the lower income groups. This study found significant relationships between wine knowledge and wine purchasing variables. Higher levels of wine knowledge often lead to higher wine consumption levels. Furthermore, the respondents in the higher wine expenditure groups generally possessed a higher wine knowledge compared to the respondents in the lower expenditure groups. This study found a number of significant relationships between the purchasing behaviour and the preferences of the survey respondents. The respondents in the higher consumption groups preferred red or white wine and had an adverse preference for wine in the “other” category. Furthermore, most red and sparkling wine consumers preferred a natural cork while most dry white wine consumers preferred a screwcap as closure method. The respondents displayed a possible willingness to pay more for a bottle of red wine than for a bottle of white wine. Furthermore, the respondents favoured screwcap in the lower average price category and preferred a natural cork in the higher average price categories. The survey participants tended to purchase wine at different price points and did not only buy wine in one price bracket.

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.

This thesis deals with the Kosovar agricultural economy and the introduction of new approaches. Kosova is an economy in transition with high unemployment, young population and structural problems. The privatization process promises a better future and economic growth. However, hard work and new approaches are needed. Privatization does not mean immediate growth. Hereby, clusters are considered as an appropriate approach to develop rural areas. Especially the wine sector in Kosova could be an example for cluster development as it is a promising sector. Wine has a long history in Kosova although wine consumption is not widespread. This sector is a rare example where exports are higher than imports. Climate conditions cheep working force and as stated the background make this sector attractive. Foreign agencies and investors are very interested in this sector. This thesis will show the main problems and main opportunities of this sector. It will describe the structural changes and current developments. Cluster creation is not a government function. Further, it is not a tailor-made solution. In fact, clustering involves many roles. Each participant has certain duties but the whole process needs coordination. The monitoring and supervision of the whole process, the identification of needs and permanent exchange of the participants are organized in a cluster. At the end, a win-win situation is created even if competition is raised to a high level. Competition and the functioning of free markets guarantee the success of the sector and as a results regional development. One cluster helps to create another. Starting one process means that many others could follow. By reading this thesis, the reader should recognize potentials and understand the local circumstances. This is the aim of the study. / Faton Deva "Shkodra" 14, Prishtina 10000 Kosova mob: +377(0)44122883 e-mail:faton99d@gmail.com