Peculiarities of wine purchase - Consumer behavior in the Georgian market

The master's thesis includes the analysis of customer behavior while purchasing wine. Depending on the reality of Georgia buying and sale wine, consumption culture and attitude towards it count for centuries that is reflected in marketing and customer behavior to some extent, naturally, we decided to devote first chapter to the theoretical overview that is logically moves issues related to the main subject of the research.
We discussed the general characteristics of customer behavior and analyzed the purchasing decision-making processes. It was important to draw parallels between Georgian and foreign markets that would help us to see the initial picture clearly. Therefore, we found data to analyze the potential of the Georgian wine market, naturally for the validity of the analysis it was necessary to process and reconcile different data and then logically proceeded to discuss the world wine market, their positioning status quo what allowed us to provide some hypotheses and based on that plan the specific studies.
In the process of planning the paper, we aimed to make it a usable research for the manufacturer and revealed some problems for further analysis, naturally in accordance with these approaches we could not ignore the topic of social marketing and its importance, as well as the challenge of modernity that pandemic period brought this field.
Before presenting the final stage of the paper, we planned and conducted research in two directions: on the one hand we surveyed up to 200 people to study customers' behavior with the help of electronic platform; on the other hand, for the analysis of the findings in the research results, we made a substantially inverted questionnaire for wine companies in which more than 10 subjects participated.
In conclusion, this paper presents a small analysis of the research results and interesting issues identified in the same processes that may have an impact on customer behavior, on the one hand may connect manufacturers more closely with customers of their own products.