Factors influencing the distribution channel choice and usage of wineries

Dienes-Oehm Barnabás Tivadar (2023) Factors influencing the distribution channel choice and usage of wineries. Pénzügyi és Számviteli Kar.

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Absztrakt (kivonat)

This research question examined throughout this thesis is ”What factors can influence the distribution channel choice and usage of wineries?”. The selection of an appropriate distribution channel plays an important role in the success and sustainability of wineries, affects their market presence, profitability, and ability to adapt to evolving market conditions. As part of the introduction, the importance and relevance of examining the distribution channel choice of businesses in general is stated. It is then followed by the social and economic significance of the Hungarian wine industry, including the fact that Hungary at the sixth place amongst wine producers and in the top ten wine consumer countries in the European Union. The literature review chapter clarifies definitions related to marketing, distribution channels, and wine, followed by covering the already existing findings about the research topic. These findings showed that the factors that can influence the distribution channel choice of wineries are; the size of the wineries, the years of operation, the intermediaries, the consumer segmentations. The bulk of this thesis consists of the primary research – which is based on semi-structured interviews conducted with three prestigious wine-makers from the Szekszárd wine region. They are differentiated based on their size, which is determined by the amount of bottles they produce annually – the Németh János winery is the smallest, the Heimann winery is medium-sized and the Bodri Winery is the largest in the sample size. Upon the initial findings of the literature review, the primary research revealed three more factors that influence the distribution channel choice; the wine region, the image and the strategy of the wineries. The findings of the literature review and the primary research showed strong alignment – all of the results discovered during the secondary research could be proven by the expert interviews to a certain extent. In the final chapter, the most important thoughts throughout the thesis are summarized, touching upon the limitations and the further research opportunities. Findings of this thesis provide valuable insights for winemakers and for industry stakeholders, by offering a deeper understanding of the economic and strategic implications of distribution channel decisions within the winemaking sector.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment és Vállalkozás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	channels, distribution, Factors, influencing, wine
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Máj. 14. 08:07
Utolsó módosítás:	2024. Máj. 14. 08:07

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