| Summary: | Abstract Title: What motivates Swedish Millennials’ choices when buying wine? Level: Bachelor thesis in Business Administration, final assignment. Authors: Richard Tarschis and Dag Ehlin Supervisor: Jonas Kågström Date: 2018 – January Aim: The purpose of this work is to analyze which driving forces affect the Swedish Millennials’ choices in the purchasing process of wine. Method: We used a quantitative research method in the form of a web-based survey that was sent out via Facebook and email with a total of 254 respondents. These data were then analyzed in the SPSS statistical software through cluster analysis, factor analysis and correlation analysis. The selection was aimed at Swedish men and women from Generation Y. Results & Conclusion: The results showed that the two most important driving forces were the emotional aspect as well as Word of Mouth. We also found that hedonism is a driving force for buying wine in general rather than for buying a specific wine. Contribution of the thesis: The study contributes to an understanding of what driving forces are the basis for purchasing decisions of a particular wine for the younger part of Swedish Generation Y. For marketers, this means knowledge about which marketing strategies they should use to reach the target group in question. Suggestions for future research: Future research should focus on replicating the study with a representative sample, a selection that is evenly distributed between all ages of the generation. It would also be interesting to replicate the study in neighboring countries such as Norway and Finland. Key Words: Consumer behavior, motivational factors, purchasing process, wine consumption, Millennials, Sweden.
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