When Behaviours Confront Profiles

Wine consumption has shown a steady increase among all the new-world countries which traditionally do not consume much wine. In this case, the whole Northern Europe is not an exception (WHO, 2015). All the Nordic countries (Sweden, Norway, Denmark, Finland, Iceland) have been showing a significant increase in alcohol consumption and more significantly in wine, however, Finland among all the other Nordic countries has experienced the least significant increase on wine (WHO, 2015). The interest of this study is to profile the wine consumers in Tampere, Finland and to find out more about their wine drinking behaviours. The study implemented an intriguing tool of data collection by creating a questionnaire with correlating tables and boxes for participants to simply tick-in. No demographic questions was asked. It aimed to extract the most essential data in the most efficient way to the researcher and to bring the most participant-friendly surveying experience to the participants.