Norwegians willingness to pay for Qvevri wine after giving information treatment | Georgian case study

Abstract

According to the Georgian National Wine Agency, they see growth exports not only in their strategic markets, but also on less-tapped regions. For example, the amount of bottles imported to Norway escalated to a growth of 1,047% compared to last year, from 9,420 bottles to 108,086 units. And it is not due to Pandemic circumstances, as in 2019, there were fewer (7,740) bottles imported. The provided paper will examine what is the level of awareness among Norwegians’ regarding Georgian wine. Furthermore, exhibit what factors are affecting them in purchasing the wine. And finally, what is their willingness to pay for “Qvevri” wine. Provided research should assist to validate “Vinmonopolet” decisions stated in their launching plan concerning Georgian wine in Norway, or criticize their strategy and provide product managers with the advice. Intending to answer provided questions and by focusing on our main research question: “Norwegians willingness to pay for “Qvevri” wine after giving information treatment” the survey was conducted online among frequent Norwegian wine drinkers. In this study, a conjoint analysis design was adopted. By giving 8 different product alternatives to respondents, we analysed an output in SPSS, that gave us possibility to detect that “Vinmonopolet’s” strategy has to be modified, as “Qvevri” wine does not seem appealing to Norwegian customers; Neverthe-less, they are willing to pay high price for Georgian wine.