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Приближение К Европейской Модели Потребления Алкоголя За Счет Уменьшения Рисков Украинских Потребителей На Рынке Вина

Listed author(s):
  • А. Старостина

    (Киевский национальный университет имени Тараса Шевченка)

  • В. Кравченко
Registered author(s):

    Рассмотрено развитие теоретических принципов концепции воспринимаемого риска. Приведена методология проведения маркетингового исследования воспринимаемых рисков на рынке сухого вина г. Киева. Определены поисковые вопросы, гипотезы, соответствие вопросам анкеты и методы статистической проверки гипотез маркетингового исследования. Установлена оценка покупателями сухого вина отдельных компонентов воспринимаемого риска и стратегий их снижения. Для повышения культуры потребления алкоголя украинскими потребителями предложены конкретные направления разработки продуктово-рыночной стратегии, которые учитывают оценку воспринимаемых рисков и стратегий их уменьшения.

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    Article provided by Socionet & Киевский национальный университет имени Тараса Шевченко in its journal Вестник Киевского национального университета имени Тараса Шевченко. Экономика.

    Volume (Year): 43 (2016)
    Issue (Month): 186 ()
    Pages: 35-44

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    Handle: RePEc:scn:pnoeeq:186a5
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