An Exploratory Research Regarding Greek Consumers’ Behavior on Wine and Wineries’ Character

Abstract

Given the lack of data regarding the preferences, behavior and habits of wine consumers in Greece, the purpose of the present study was to investigate consumer trends and explore the factors that affect the purchase and consumption of wine in comparison with other alcoholic beverages. For this purpose, a self-response questionnaire survey was designed through the Google platform on a sample of 994 participants. In order to analyze the collected data, statistical analysis was done. A second online questionnaire was introduced to Greek winery companies. The purpose was to examine if the wine producers follow the wine consumption trends according to the desires of the Greek wine consumers or are addressed to a more international audience. As for the wine companies’ perspectives, we wanted to collect data regarding the amount of their production and the type of wine they produce and to know about their profile (international, exports, strategies, etc.). We collected 71 responses from wineries located in different parts of Greece. For the first time in the last 10 years, there is a profile of Greek consumers’ behavior toward wine in comparison with other alcoholic beverages and knowledge of specific operational data of Greek wineries using an online questionnaire survey (e-survey).