This paper aims to understand the consumption behavior of Armenian wine consumers who are active on social media platforms. Specifically, this study seeks to understand the psychographic characteristics, consumption habits, and preferences of wine consumers in a developing economy. This is one of the first wine studies on the psychographics of Armenian consumers. Understanding their shopping behaviors is key to developing capacity, increasing production, diversifying products, and launching a global expansion. The results show that the most important factors affecting consumer purchasing behavior are quality and taste, followed by image, price, and place of origin, in descending order. In terms of communication channels, word-of-mouth with colleagues, friends, or relatives is the most important method, followed by traveling to wine regions, learning about wine via social media, and television advertising. This information is crucial to marketers engaged in promoting a consumer product from an emerging industry.
