You are here
Analysis of the assortment of ice wine in online stores in Ukraine
Unbalanced structure of the assortment leads to the decrease in the level of proft, loss of the competitive position of enterprises, including wine ones, in promising markets. In the conditions of the modern wine market, there is a tendency to increase consumer influence on the formation of the assortment range of wineries, focusing on wines with original consumer properties, in particular ice.
Ice wine is a rare wine of a special type, the technology of which involves the use of non-classical methods of processing grapes. Therefore, ice wine is characterized by original consumer properties leading to increased interestamong consumers who increasingly use distance means of buying goods.In this regard, in this article the monitoring of the ice wine assortment was conducted, which is presented on the sites of Ukrainian online stores, both general retail and specialized wine networks.Coefcient estimation methods were used to evaluate the assortment of ice wines based on comparison with the benchmark system. According to the results of the study, the low coefcients of breadth and depth of ice wine assortment presented in the onlinestoresin Ukraine were obtained.
It was determined that most ice wines are wines of foreign producers made from Riesling grapes. The Rozetka online store has the entire list of ice wines on sale, but the largest assortment of ice wines from around the world is not available for orders on the website of the specialized wine online store Wine Style. It should be noted that not a single position of ice wine was found in the online stores of Ukrainian grocery retail chains. Therefore, the subsequent formation of an assortment of ice wines is an urgent task, which will allow us to correctly propose effective methods to increase the competitiveness of ice wines on the Ukrainian retail market.
It was determined that most ice wines are wines of foreign producers made from Riesling grapes. The Rozetka online store has the entire list of ice wines on sale, but the largest assortment of ice wines from around the world is not available for orders on the website of the specialized wine online store Wine Style. It should be noted that not a single position of ice wine was found in the online stores of Ukrainian grocery retail chains. Therefore, the subsequent formation of an assortment of ice wines is an urgent task, which will allow us to correctly propose effective methods to increase the competitiveness of ice wines on the Ukrainian retail market.
Key words: assortment, market, online store, ice wine, depth ofassortment, breadth of assortment.
It was determined that most ice wines are wines of foreign producers made from Riesling grapes. The Rozetka online store has the entire list of ice wines on sale, but the largest assortment of ice wines from around the world is not available for orders on the website of the specialized wine online store Wine Style. It should be noted that not a single position of ice wine was found in the online stores of Ukrainian grocery retail chains. Therefore, the subsequent formation of an assortment of ice wines is an urgent task, which will allow us to correctly propose effective methods to increase the competitiveness of ice wines on the Ukrainian retail market.
Key words: assortment, market, online store, ice wine, depth ofassortment, breadth of assortment.
https://orcid.org/0000-0001-6052-43221. Vynograds'ka, A.M. (2004). Komercijne pidpryjemnyctvo: suchasnyj stan, stadii' rozvytku: monografja [Commercial entrepreneurship: current status, development stages: monograph.]. Kyiv: Centr navchal'noi' literatury. 807 p. Available at: http://bib.convdocs.org/v41133/?cc=13.
2. Kardash, V.Ja. (2010). Marketyngova tovarna polityka [Marketing Commodity Policy]. Kyiv: KNEU, 240 p. Available at: https://studentbooks.com.ua/content/view/112/44/.
3. Novel insights into microbial community dynamics during the fermentation of Central European ice wine. International Journal of Food Microbiology, vol. 266, no 2, pp. 42–51. Available at: https://doi.org/10.1016/j.ijfoodmicro.2017.11.010.
2. Kardash, V.Ja. (2010). Marketyngova tovarna polityka [Marketing Commodity Policy]. Kyiv: KNEU, 240 p. Available at: https://studentbooks.com.ua/content/view/112/44/.
3. Novel insights into microbial community dynamics during the fermentation of Central European ice wine. International Journal of Food Microbiology, vol. 266, no 2, pp. 42–51. Available at: https://doi.org/10.1016/j.ijfoodmicro.2017.11.010.
4. Hathaway, L. (2015). Michigan Ice Wine: Frozen Grapes to Dessert in a Glass. Lifestyle, pp. 60–61. Available at: http://digitaledition.qwinc.com/publication/?i=279256&article_id=2313647....
5. Ostapenko, V., Tkachenko, O., Iukuridze, E. (2017). Analysis of artifcial methods and price politic of Icewine production. Food Science and Technology, vol. 11, no 2, pp. 9–15. Available at: https://doi.org/10.15673/fst.v11i2.507.
6. Schäufele, I., & Hamm, U. (2017). Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review. Journal of Cleaner production, vol. 147, pp. 379–394. Available at: https://doi.org/10.1016/j.jclepro.2017.01.118.
7. Becker, T.C. (2009). European food quality policy: the importance of geographical indications, organic certifcation and food quality assurance schemes in European countries. Estey Journal of International Law and Trade Policy, vol. 10, no 1, pp. 111–130. Available at: 10.22004/ag.econ.48796.
8. Luxury Wines and Spirits Market by Product Type (Wines, Spirits, and Others), by Distribution Channel (Wholesale, Retail, and E-commerce) – Global Opportunity Analysis and Industry Forecast, 2014–2022 Available at: https://www.alliedmarketresearch.com/luxury-wines-and-spirits-market.
9. Global Alcoholic Beverages Market 2019–2023. Evolving Opportunities with Anheuser-Busch InBev SA/NV and Carlsberg Breweries AS. Technavio. Available at: https://www.businesswire.com/news/home/20191213005388/en/Global-Alcoholi....
10. International demand for Australia's fne wine continues to grow. Available at: https://www.abc.net.au/news/rural/2019-01-22/aussie-wine-exports-grow-by...
11. Krysanov, D. (2014). Heohrafchni zaznachennia pokhodzhennia ahroprodovolchoi produktsii: yevropeiskyi dosvid i vitchyzniani perspektyvy [Geographical Indications of the Origin of Agri-Food: European Experience and Domestic Perspectives]. Vyklyk chasu. No 10, pp. 18–24. Available at: http://ua-ekonomist.com/archive/2014/10/Krysanov.Pdf.
12. The wines of Germany. Available at: http://winesofgermany.co.uk/13. Marks, D. (2015). Seeking the Veritas about the Vino: fne wine ratings as wine knowledge. Journal of wine research. Vol. 26, no. 4, pp. 319–335. Available at: https://doi.org/10.1080/09571264.2015.1083953.
13. Fine Wine Auction Market Analysis. 2018. Available at: http://www.winealpha.com/2018-fne-wine-auctionmarket-analysis/.15. Ostapenko, V. (2016). Icewine as modern global brand. Food technology, bakery and feed: collection of ab-stracts of the International Scientifc Conference. Odessa, 13-17 sept. 2016. Odessa, pp. 117–119. Available at: http://dspace.nuft.edu.ua/jspui/bitstream/123456789/ 30257/1/Abstract_Luckova1.pdf.
14. Ostapenko V. Icewine as modern global brand. Food technology, bakery and feed: collection of abstracts of the International Scientifc Conference. Odessa. Sept. 13–17 2016. Odessa, 2016. P.117–119. URL: http://dspace.nuft.edu.ua/jspui/bitstream/123456789/30257/1/ AbstractLuckova1.pdf
5. Ostapenko, V., Tkachenko, O., Iukuridze, E. (2017). Analysis of artifcial methods and price politic of Icewine production. Food Science and Technology, vol. 11, no 2, pp. 9–15. Available at: https://doi.org/10.15673/fst.v11i2.507.
6. Schäufele, I., & Hamm, U. (2017). Consumers’ perceptions, preferences and willingness-to-pay for wine with sustainability characteristics: A review. Journal of Cleaner production, vol. 147, pp. 379–394. Available at: https://doi.org/10.1016/j.jclepro.2017.01.118.
7. Becker, T.C. (2009). European food quality policy: the importance of geographical indications, organic certifcation and food quality assurance schemes in European countries. Estey Journal of International Law and Trade Policy, vol. 10, no 1, pp. 111–130. Available at: 10.22004/ag.econ.48796.
8. Luxury Wines and Spirits Market by Product Type (Wines, Spirits, and Others), by Distribution Channel (Wholesale, Retail, and E-commerce) – Global Opportunity Analysis and Industry Forecast, 2014–2022 Available at: https://www.alliedmarketresearch.com/luxury-wines-and-spirits-market.
9. Global Alcoholic Beverages Market 2019–2023. Evolving Opportunities with Anheuser-Busch InBev SA/NV and Carlsberg Breweries AS. Technavio. Available at: https://www.businesswire.com/news/home/20191213005388/en/Global-Alcoholi....
10. International demand for Australia's fne wine continues to grow. Available at: https://www.abc.net.au/news/rural/2019-01-22/aussie-wine-exports-grow-by...
11. Krysanov, D. (2014). Heohrafchni zaznachennia pokhodzhennia ahroprodovolchoi produktsii: yevropeiskyi dosvid i vitchyzniani perspektyvy [Geographical Indications of the Origin of Agri-Food: European Experience and Domestic Perspectives]. Vyklyk chasu. No 10, pp. 18–24. Available at: http://ua-ekonomist.com/archive/2014/10/Krysanov.Pdf.
12. The wines of Germany. Available at: http://winesofgermany.co.uk/13. Marks, D. (2015). Seeking the Veritas about the Vino: fne wine ratings as wine knowledge. Journal of wine research. Vol. 26, no. 4, pp. 319–335. Available at: https://doi.org/10.1080/09571264.2015.1083953.
13. Fine Wine Auction Market Analysis. 2018. Available at: http://www.winealpha.com/2018-fne-wine-auctionmarket-analysis/.15. Ostapenko, V. (2016). Icewine as modern global brand. Food technology, bakery and feed: collection of ab-stracts of the International Scientifc Conference. Odessa, 13-17 sept. 2016. Odessa, pp. 117–119. Available at: http://dspace.nuft.edu.ua/jspui/bitstream/123456789/ 30257/1/Abstract_Luckova1.pdf.
14. Ostapenko V. Icewine as modern global brand. Food technology, bakery and feed: collection of abstracts of the International Scientifc Conference. Odessa. Sept. 13–17 2016. Odessa, 2016. P.117–119. URL: http://dspace.nuft.edu.ua/jspui/bitstream/123456789/30257/1/ AbstractLuckova1.pdf
15. Jones, G., & Hirasawa, J. (2005). Inniskillin and the Globalization of Icewine. Harvard Business School. May, pp. 805–129. Available at: https://www.hbs.edu/faculty/Pages/item.aspx?num=32338.
16. Ostapenko, V., Tkachenko, O., & Iukuridze, E. (2016). Analysis of market current state and historical roots of ice wine production. Tekhnolohycheskyi audyt y rezervu proyzvodstva. Vol. 5, no 3, pp. 46–53. Available at: http://journals.uran.ua/tarp/article/viewFile/80653/77056
17. Pavlova, V.A. (2012). Doslidzhennja torgovel'nogo asortymentu specializovanogo magazynu jak osnova jogo optymal'nogo formuvannja [Research of the trade assortment of a specialized store as a basis for its optimal formation]. Bjuleten' Mizhnarodnogo Nobelivs'kogo ekonomichnogo forumu. No 1, pp. 293–300.
18. Kuz'mynchuk, N.V., Kucenko, T.M., Tarasenko, I.Ju. (2014). Formuvannja asortymentnoi' polityky vyrobnychogo pidpryjemstva [Formation of assortment policy of production enterprise]. Visnyk NTU “HPI”. Vol. 66, no. 1108, pp. 76–83. Available at: http://repository.kpi.kharkov.ua/bitstream/KhPI-Press/18845/1/vestnik_HP... _Kuzmynchuk_Formuvannia.pdf.
19. Garmider, L.D., Samaj, I.O. (2016). Doslidzhennja formuvannja tovarnogo asortymentu pidpryjemstva [Investigation of the formation of the product range of the enterprise]. Akademichnyj ogljad. No. 1, pp. 111–118.
20. Osypov, V., Osypova, L. (2015). Vynogradarstvo ta vynorobstvo Ukrai'ny. Suchasnyj stan, problemy, tendencii' rozvytku [Viticulture and winemaking in Ukraine. Current status, problems, development trends]. Ekonomist, no 5, pp. 28–31. Available at: http://ua-ekonomist.com/archive/2015/5/Osypov.pdf.
21. Pazjuk, V.L. (2015). Analiz stanu ta dynamiky rozvytku rynku vyna v Ukrai'ni [Analysis of the state and dynamics of the wine market in Ukraine]. Problemy i perspektyvy ekonomiky ta upravlinnja, no. 4, pp. 236–242. Available at: https://ppeu.stu.cn.ua/tmppdf/154.pdf.
22. Pazjuk, V.L. (2014). Dynamika rozvytku rynkuvyna v Ukrai'ni [Dynamics of wine market development in Ukraine]. Naukovyj visnyk Hersons'kogo derzhavnogo universytetu, pp. 88-91. Available at: http://www.ej.kherson.ua/journal/economic_09-1/economic_09-1_2.pdf#page=88.
23. Nekrasova, L.A., & Nekrasova, K.I. (2016). Analiz ta perspektyvy rozvytku pidpryjemstv vynorobnoi' galuzi v Ukrai'ni [Analysis and prospects of development of winemaking enterprises in Ukraine]. Prychornomors'ki ekonomichni studii', no. 6, pp. 83–87. Available at: http://bses.in.ua/journals/2016/6-2016/20.pdf.
24. Starostina, A.O., & Kravchenko, V.A. (2015). Marketyngovi doslidzhennja: vyznachennja mety ta praktyka rozrobky ankety (na prykladi ryzykiv spozhyvachiv na rynku vyna) [Marketing Research: defning the purpose and practice of developing a questionnaire (examining consumer risks in the wine market)]. Bulletin of Taras Shevchenko National University of Kyiv. Economics, vol. 8, no. 173, pp. 6–12. Available at: dx.doi.org/ 10.17721/1728-2667.2015/173-8/1.
25. Golodonjuk, O.M., Mil'cheva, V.V. (2015). Marketyngovi pidhody do formuvannja tovarnogo asortymentu jak dijevyj sposib uspishnogo rozvytku pidpryjemstva [Marketing approaches to the formation of product range as an effective way of successful enterprise development]. Instytucijnyj repozytarij Derzhavnogo vyshhogo navchal'nogo zakladu «Kyi'vs'kyj nacional'nyj ekonomichnyj universytet imeni Vadyma Get'mana», no 5, pp. 186–197. Available at: https://ir.kneu.edu.ua/bitstream/handle/2010/19287/186-197.pdf?sequence=1.
26. Il'in, N.M. (2013). Formirovanie i upravlenie assortimentom potrebitel'skih tovarov [Formation and management of the assortment of consumer goods]. Minsk: BGJeU, 278 p. Available at: http://edoc.bseu.by:8080/browse?type=author&value=%D0%98%D0%BB%D1%8C% D0%B8%D0%BD%2C+%D0%9D.+%D0%9C.
27.Development of lysozyme-combined antibacterial system to reduce sulfur dioxide and to stabilize Italian Riesling ice wine during aging process. Food Science & Nutrition, vol. 3, no 5, pp. 453–465. Available at: https://doi. org/10.1002/fsn3.238 29.
16. Ostapenko, V., Tkachenko, O., & Iukuridze, E. (2016). Analysis of market current state and historical roots of ice wine production. Tekhnolohycheskyi audyt y rezervu proyzvodstva. Vol. 5, no 3, pp. 46–53. Available at: http://journals.uran.ua/tarp/article/viewFile/80653/77056
17. Pavlova, V.A. (2012). Doslidzhennja torgovel'nogo asortymentu specializovanogo magazynu jak osnova jogo optymal'nogo formuvannja [Research of the trade assortment of a specialized store as a basis for its optimal formation]. Bjuleten' Mizhnarodnogo Nobelivs'kogo ekonomichnogo forumu. No 1, pp. 293–300.
18. Kuz'mynchuk, N.V., Kucenko, T.M., Tarasenko, I.Ju. (2014). Formuvannja asortymentnoi' polityky vyrobnychogo pidpryjemstva [Formation of assortment policy of production enterprise]. Visnyk NTU “HPI”. Vol. 66, no. 1108, pp. 76–83. Available at: http://repository.kpi.kharkov.ua/bitstream/KhPI-Press/18845/1/vestnik_HP... _Kuzmynchuk_Formuvannia.pdf.
19. Garmider, L.D., Samaj, I.O. (2016). Doslidzhennja formuvannja tovarnogo asortymentu pidpryjemstva [Investigation of the formation of the product range of the enterprise]. Akademichnyj ogljad. No. 1, pp. 111–118.
20. Osypov, V., Osypova, L. (2015). Vynogradarstvo ta vynorobstvo Ukrai'ny. Suchasnyj stan, problemy, tendencii' rozvytku [Viticulture and winemaking in Ukraine. Current status, problems, development trends]. Ekonomist, no 5, pp. 28–31. Available at: http://ua-ekonomist.com/archive/2015/5/Osypov.pdf.
21. Pazjuk, V.L. (2015). Analiz stanu ta dynamiky rozvytku rynku vyna v Ukrai'ni [Analysis of the state and dynamics of the wine market in Ukraine]. Problemy i perspektyvy ekonomiky ta upravlinnja, no. 4, pp. 236–242. Available at: https://ppeu.stu.cn.ua/tmppdf/154.pdf.
22. Pazjuk, V.L. (2014). Dynamika rozvytku rynkuvyna v Ukrai'ni [Dynamics of wine market development in Ukraine]. Naukovyj visnyk Hersons'kogo derzhavnogo universytetu, pp. 88-91. Available at: http://www.ej.kherson.ua/journal/economic_09-1/economic_09-1_2.pdf#page=88.
23. Nekrasova, L.A., & Nekrasova, K.I. (2016). Analiz ta perspektyvy rozvytku pidpryjemstv vynorobnoi' galuzi v Ukrai'ni [Analysis and prospects of development of winemaking enterprises in Ukraine]. Prychornomors'ki ekonomichni studii', no. 6, pp. 83–87. Available at: http://bses.in.ua/journals/2016/6-2016/20.pdf.
24. Starostina, A.O., & Kravchenko, V.A. (2015). Marketyngovi doslidzhennja: vyznachennja mety ta praktyka rozrobky ankety (na prykladi ryzykiv spozhyvachiv na rynku vyna) [Marketing Research: defning the purpose and practice of developing a questionnaire (examining consumer risks in the wine market)]. Bulletin of Taras Shevchenko National University of Kyiv. Economics, vol. 8, no. 173, pp. 6–12. Available at: dx.doi.org/ 10.17721/1728-2667.2015/173-8/1.
25. Golodonjuk, O.M., Mil'cheva, V.V. (2015). Marketyngovi pidhody do formuvannja tovarnogo asortymentu jak dijevyj sposib uspishnogo rozvytku pidpryjemstva [Marketing approaches to the formation of product range as an effective way of successful enterprise development]. Instytucijnyj repozytarij Derzhavnogo vyshhogo navchal'nogo zakladu «Kyi'vs'kyj nacional'nyj ekonomichnyj universytet imeni Vadyma Get'mana», no 5, pp. 186–197. Available at: https://ir.kneu.edu.ua/bitstream/handle/2010/19287/186-197.pdf?sequence=1.
26. Il'in, N.M. (2013). Formirovanie i upravlenie assortimentom potrebitel'skih tovarov [Formation and management of the assortment of consumer goods]. Minsk: BGJeU, 278 p. Available at: http://edoc.bseu.by:8080/browse?type=author&value=%D0%98%D0%BB%D1%8C% D0%B8%D0%BD%2C+%D0%9D.+%D0%9C.
27.Development of lysozyme-combined antibacterial system to reduce sulfur dioxide and to stabilize Italian Riesling ice wine during aging process. Food Science & Nutrition, vol. 3, no 5, pp. 453–465. Available at: https://doi. org/10.1002/fsn3.238 29.
28.Ostapenko, V. (2016). Analysis on application of different grape varieties in the production of icewine. A review. Ukrainian Food Journal, vol. 5, no 4, pp. 678–694. Available at: 10.24263/2304-974X-2016-5-4-7.
| Attachment | Size |
|---|---|
 krupitskaya_l._lutskova_v._1-2020.pdf | 1.03 MB |