摘要：The aim of this study is to contribute to the explanation of consumer behaviour. To do so, it is not sufficient to identify the product characteristics most relevant to the consumer. Moreover, the reasons why consumers attach meaning to the product attributes have to be found out, whereas the consideration of the reasons why consumers prefer certain product attributes should not stick to the functional use of products. The reason for this is that according to Means-End-Chain-Theory product attributes are of little importance to the consumers who try to achieve benefits, i.e. certain consequences with the aid of product attributes. However, the prospect of buying different products does not have to be the achievement of consequences. In contrast, consequences in turn are perceived to satisfy higher needs, i.e. personal values. Consequently, the identification of personal values helps to explain purchasing motives and preferences. Moreover, values vary between different cultural circles. Because of this, and of the influence of values on consumer behaviour, cultural values lead to culturespecific consumption patterns. Therefore, the identification of values in different cultural areas is one of the key aspects of this study. According to the already mentioned approach to explain consumer behaviour, this study is based on Means-End-Chain-Theory. Methodologically, this study rests on two different interviewing techniques called Soft-Laddering and Association Pattern Technique, which both are based on Means-End-Chain-Theory. Firstly, Soft-Laddering was used to interview 20 German and 20 Ukrainian female consumers using the example of wine. The results of this qualitative study were used to develop a quantitative survey. By means of the Association Pattern Technique, 100 German und 100 Ukrainian female wine consumers were interviewed in Berlin and Kiev respectively. This thesis will present the results of these interviews. The results of the German interviews showed that the values well-being/ satisfaction and a comfortable life are important while drinking wine. These values are arrived at by means of a tasty wine, whereas the taste of the wine most often is a consequence of a consumer’s preferred flavour. Concerning the flavour of the wine, most consumers stated that they prefer dry wine. Furthermore, the value association with local area helps to explain purchasing motives and preferences. This value is a reason why consumers look to help a region or producer economically by deciding to buy wine from that area. Because of the value responsibility/ sense of duty, consumers consider the protection of the environment while deciding which wine to buy. Hence, ecologically produced wines are preferred. Ukrainian female wine consumers mentioned the values health and wellbeing/ satisfaction as being important. These values are reached whenever the consumers get the impression that the wine is healthy or not injurious to health. According to the Ukrainian consumers a wine is healthy if it is free of additives. Also of importance for the explanation of consumer behaviour is the value safety/trust. Behind this value is the consumers’ desire of being certain that they have made the right purchasing decision. They try to satisfy their need for security by avoiding making a bad purchase. As the concern about a bad purchase includes that an evening might go wrong because of a wine that does not taste good, probands get around this by selecting a wine they like themselves. As already mentioned by the German consumers the taste of the wine depends on the consumer’s preferred flavour. However, Ukrainian consumers prefer smooth wine. Furthermore, the good taste of the wine is a result of a certain quality, which in turn is judged by the wine’s origin. The comparison of the associations mentioned by German and Ukrainian female wine consumers reveals the differences in the consumption patterns. The first thing that is noticeable when a comparison is made between the German and Ukrainian consumers is that some values are only significant for one of the two cultures examined (e.g. a comfortable life, association with local area, responsibility/sense of duty). The comparison of associations that were cited also shows that some values are important to both cultural circles (e.g. well-being/satisfaction), while they are arrived at via consequences that deviate from each other. Concerning these differences, it was of interest whether the consumers’ particular cultural background was the reason for the observed varieties in consumption patterns. With the aid of examples, this study shows that some of the differences between German and Ukrainian wine consumers probably are caused by the deviating cultural background. Therefore, there seems to be an impact of the consumer’s cultural background on the observed consumption behaviour. Although it is not possible to proof this exclusively, this study reveals differences concerning the purchasing motives between consumers from different countries.
