Consumer behaviour towards spirits products

: analysis of the French consumer’s choice of Polish vodka

Abstract

The aim of the study was to investigate French consumers’ perceptions of their vodka preferences, with particular reference to Polish vodka brands and their recognition by the French population. Chapter I of the paper presents the theoretical background including the definition of consumer behaviour, the role of the country of origin and brand recognition together with the legal framework defining vodka in the European Union and selected countries of the world. In the chapter II, the general trends of the global and European spirits market with a focus on the vodka segment, as well as market potentials and barriers are presented. Finally, consumer trends in the market and their development directions are described in detail and classified thematically. Chapter III details the methodology of the research approach including the research questions and their objectives. Chapter IV is a comprehensive presentation of the survey results and outlines the trends evident from the survey data. Chapter V summarises the research findings and market trends in the context of consumer choice. It also treats the practical dimension of research in the form of the main conclusions with managerial implications implemented. The chapter also indicates areas for future research are described to make the research dimension broader and deeper and more effective.

Date of Award	16 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Krzysztof Chmielewski (Supervisor)