| Summary: | This study focuses on the factors influencing the wine purchasing behaviour of UK consumers and identifies the marketing implications for Greek wine exports. It aims to identify the different consumer segments of the UK wine market, and thereby, the potential target markets for wine from Greece. The study incorporates a mixed methods approach, employing both qualitative and quantitative research techniques, carried out in three sequential stages, comprising in depth interviews, focus group discussions and a consumer survey. In depth interviews were conducted with wine sector stakeholders, including representatives of Greek wineries, wine agents, wine merchants and supermarket wine managers, Greek restaurant owners in the UK, and wine educators. Interviews were carried out in London, the Newcastle Upon Tyne area and in Athens. At the second stage, eight focus group discussions were conducted with thirty-nine wine consumers in the Newcastle Upon Tyne area. Full transcripts of both the expert interviews and the focus group discussions were analysed using NVivo7. The thematic analysis of the data gathered from the expert interviews revealed the export orientation of the Greek wine sector and its position in the UK market. The thematic and content analysis of the data generated from the focus group discussions identified three main determinants of UK wine consumers' purchasing behaviour, labelled, i) degree of adventure with wine, ii) level of involvement with wine and iii) usage of wine, as well as the perceived, by the discussants, advantages and disadvantages of wine from Greece. The findings were used to facilitate the development of the questionnaire used to validate the key factors affecting UK wine consumers purchasinq decisions, and to identify the key wine segments at the quantitative stage of the study. The consumer survey was undertaken in the Newcastle Upon Tyne area between April and June 2008. A self-completion questionnaire was distributed via the drop-off technique to wine consumers who had bought at least one bottle of wine in the last three months. In total, 217 usable questionnaires were returned. Data was analysed using SPSS v.15. Principal component analysis identified the underlying constructs of participants' attitudes and behaviour towards wine and revealed the scales for measuring the key variables identified in the focus group discussions. The latter were employed in two-step cluster analysis which identified five segments of wine consumers, labelled, i) "Habitual Decision Makers", ii) "Safe Bet Bargain Seekers", iii) "Interested Occasional Drinkers", iv) "Enthusiastic Wine Hobbyists", and v) "Adventurous Regular Drinkers". "Interested Occasional Drinkers" is an additional segment of UK wine consumers compared to the existing literature.
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