Purpose

This paper aims to explore the emerging wine market of Ukraine. Specifically, the study examines Ukrainian consumer attitudes toward local wines and provides profiles of various groups of local wine consumers.

Design/methodology/approach

Data were collected via an online survey of Ukrainian wine consumers (N = 325). Factor and cluster analyses were performed to assess general attitudes toward local wine. Descriptive statistics and analyses of differences (t-tests and chi-square tests) were also used for further data exploration.

Findings

The findings indicate that quality perceptions, price sensitivity and reputation play a vital role in shaping local consumers’ attitudes toward Ukrainian wine. Three distinct consumer segments were identified. Local Skeptics exhibit reserved opinions about local wine. Local ambassadors show the highest level of enthusiasm and support for local wines. Local non-connoisseurs are the least involved and knowledgeable about wine; thus, their opinions about the local wine industry are not formed yet. This is the group that merits the utmost attention from wine marketers.

Originality/value

To the best of the authors’ knowledge, this paper is the first research attempt to identify different types of wine consumers based on their attitudes and perceptions toward local wines in Ukraine.

中文翻译：

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为新兴风土干杯：探索消费者对乌克兰当地葡萄酒的态度

目的

本文旨在探索乌克兰新兴的葡萄酒市场。具体来说，该研究调查了乌克兰消费者对当地葡萄酒的态度，并提供了当地葡萄酒消费者不同群体的概况。

设计/方法论/途径

数据是通过对乌克兰葡萄酒消费者的在线调查收集的（N = 325）。进行因素分析和聚类分析来评估对当地葡萄酒的总体态度。描述性统计和差异分析（t检验和卡方检验）也用于进一步的数据探索。

发现

研究结果表明，质量认知、价格敏感度和声誉在塑造当地消费者对乌克兰葡萄酒的态度方面发挥着至关重要的作用。确定了三个不同的消费者群体。当地怀疑论者对当地葡萄酒表现出保留的看法。当地大使对当地葡萄酒表现出最高的热情和支持。当地的非行家对葡萄酒的参与度和了解最少；因此，他们对当地葡萄酒行业的看法尚未形成。这是最值得葡萄酒营销人员关注的群体。

原创性/价值

据作者所知，本文是首次根据不同类型的葡萄酒消费者对乌克兰当地葡萄酒的态度和看法来识别他们的研究尝试。