Development of a communication mix for Russian wine consumers based on empirical studies

The article focuses on the study of Russian wine consumer behavior, with a particular emphasis on their attitudes towards domestic wine. The research was conducted using a survey analysis based on Q-methodology. Factor analysis carried out in Statistica 7 software revealed three factors that were subsequently used to form three distinct segments of wine consumers characterized by different perceptions of Russian-produced wines: «Skeptics», «Advocates» and «Interested». Then the author explores the specific communication strategies for each of these segments, examining their needs, objectives, preferred communication channels, and key messages (communication mix). The initial hypotheses posited at the beginning of the study – that there exists a group of wine consumers who harbor significant prejudices against domestically produced wines and tend to avoid consuming them in favor of imported varieties, as well as another segment interested in exploring wine culture and eager to expand their knowledge about wine. These hypotheses were fully confirmed during the course of this research.