Aspects concerning the identity of female wine buyers

Abstract

A number of economists, such as D. Ricardo, A. Marshall, and A. Smith, have launched wine-related topics, which are viewed from an economic point of view, thus putting their mark on a new science, the wine economy. Over the years, management and marketing have developed this area, focusing on the elements that increase or decrease the value of wine, such as brand, production method, origin, all oscillating based on the perception, interest and level of knowledge of the consumer on wine culture. It can be said that on the wine market, the purchasing behaviour derives from a certain satisfaction that corresponds to a certain motivation. Often, purchasing a bottle of wine is subjectively appreciated. Product availability, presentation, price, appearance, promotion are elements taken into account when deciding to purchase a certain selection of wine. As such, what a customer purchases is not just a good, a commodity, but it is actually a marketing mix that includes price, distribution circuit and, especially, promotion strategies. The research team identified and developed the study hypotheses, building on the survey questions. The research was carried out on a sample of 100 females from Iasi county and filled at selling points, such as supermarkets and specialized shops. The interview was conducted directly through the "face-to-face" method, and the questions were pointed in three directions, focusing mainly on the socio-economic characteristics of the sample, the factors and the consumption of wine, and last but not least, the perception of quality and the preference for consumption of wine produced in Iasi County. The aim of the research was to perceive the purchasing habits, the references of female wine consumers, with an emphasis on Iasi wine. The market study will attempt to lay the foundations for a wider work focusing on the 8 P specific to wine marketing.