Economic Themes (2017) 55 (2) 4, 199-215
Vladimir Radovanović, Dejan Ž. Đorđević, Jelena Petrović
Abstract: How consumers will behave when buying wine depends on many factors, among which economic, social, demographic, psychological and situational ones are highlighted. Research in wine consumer attitudes in Serbia is aimed at creating appropriate marketing strategies. This paper analyses the influences of demographic factors on wine consumption.Special attention was paid to the impact of the wine characteristics that affect the decision to buy the local or imported wines with geographical origin. It should be added that wine tourism is particularly important in increasing the sales of wine by direct and indirect means.To this aim, 1.705 wine buyers and consumers were interviewed during 2015. Based on Chi-test, it has been proven that the age group affects the decision on the purchase of wine. Understanding consumer motivation is possible through an adequate marketing approach which will provide increased sales of domestic wine and the quicker development of the national market.
Keywords: wine; consumers; demographic factors; marketing; tourism
WINE MARKETING: IMPACT OF DEMOGRAPHIC FACTORS OF SERBIAN CONSUMERS ON THE CHOICE OF WINE
Vladimir Radovanović, Dejan Ž. Đorđević, Jelena Petrović
Abstract: How consumers will behave when buying wine depends on many factors, among which economic, social, demographic, psychological and situational ones are highlighted. Research in wine consumer attitudes in Serbia is aimed at creating appropriate marketing strategies. This paper analyses the influences of demographic factors on wine consumption.Special attention was paid to the impact of the wine characteristics that affect the decision to buy the local or imported wines with geographical origin. It should be added that wine tourism is particularly important in increasing the sales of wine by direct and indirect means.To this aim, 1.705 wine buyers and consumers were interviewed during 2015. Based on Chi-test, it has been proven that the age group affects the decision on the purchase of wine. Understanding consumer motivation is possible through an adequate marketing approach which will provide increased sales of domestic wine and the quicker development of the national market.
Keywords: wine; consumers; demographic factors; marketing; tourism
