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Stolthet eller fördom: en studie om svenska konsumenters attityd till svenska viner
Kristianstad University, Faculty of Natural Science.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Pride or prejudice : a study on swedish consumers' attitude toward swedish wines (Swedish)
Abstract [en]

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.

Abstract [sv]

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.

Place, publisher, year, edition, pages
2019. , p. 35
Keywords [en]
Swedish wine, swedish vineyards, wine consumtion, wine engagement
Keywords [sv]
Svenskt vin, vinodling i sverige, vinkonsumtion, vinengagemang
National Category
Food Science
Identifiers
URN: urn:nbn:se:hkr:diva-19729OAI: oai:DiVA.org:hkr-19729DiVA, id: diva2:1339264
Educational program
Culinary Arts and Food Sciences
Supervisors
Examiners
Available from: 2019-08-06 Created: 2019-07-27 Last updated: 2019-08-06Bibliographically approved

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