Purpose The purpose of this paper is to analyse the interactive and individual influences of socio-demographic and behavioural-cognitive factors on the frequency and quality of wine consumption, as well as importance of the brand and advertising on selection. Design/methodology/approach The survey was prepared on the basis of the selected factors. The research was carried out on a sample of 207 randomly selected respondents. The analysis was done using the classification decision tree. Findings The results show the dominant influence of socio-demographic factors, such as region, place of living (urban-rural areas), family size, age, income and education of consumers as well as behavioural-cognitive factors, such as the price importance, place of purchase and product characteristics, in all analysed target variables. Apart from the similarities with traditional wine markets, the specificities related to an emerging market have also been determined. Research limitations/implications The limitations of this research concern sample size as well as the research conducted over the period of one year. Practical implications The practical objective of this paper is to help wine marketers to develop more effective positioning strategies for a specific emerging market. Originality/value This research combines critical factors based on related studies, including the antecedents and outcome variables, to develop more comprehensive models for better understanding of the wine consumers’ behaviour. In major and traditional wine-making countries, the consumption of wine is fairly predictable. In emerging markets, the commercial strategies are, for the most part, based on certain specificities and are quite interesting for the surveys.

SUMMARYThe paper analyses socio-demographic and production potentials and opportunities for agri-tourism development. The research was carried out on holdings in the northern regions of Montenegro and Croatia. The focus is placed on family holdings with agriculture being the primary activity. The results show presence of certain production and socio-demographic preconditions for development of agri-tourism as a supplementary activity on holdings. In future, agri-tourism could encourage development of rural communities surveyed. Respondents identify state institutions as the key players in agri-tourism development. Agricultural holdings are not sufficiently networked, either vertically or horizontally, with the state and local institutions. Future agri-tourism development in Montenegro and Croatia should be based on sustainable development principles.

Number of citizens in a country represents its primary production potential. Montenegro has significant natural resources for rural development. However, many problems follow rural development, and one of those problems is the demographic problem.

Rural areas are consisted of areas around city settlements inhibited by rural population, whose main activity is agriculture. Rural tourism is developing in areas where natural environment is preserved and where local community with its culture and cultural heritage exists. Agrotourism is a form of rural tourism, which includes the stay of tourists in rural areas and gives them the opportunity to actively participate in the life and work on the farm. Montenegro is abundant in areas of exceptional value that represent real environmental oases. Such regions are featured by traditional culture and diversity of the cultural heritage. On the other hand, rural areas are affected by the process of "discharge" and "dying" of villages. The process of industrialization after World War II caused depopulation and deagrarisation. These are the most significant socioeconomic changes in Montenegro, which have left a negative impact on rural development. Economic purpose of agroturism is reflected in the activation of the agricultural population, and in linking agricultural production with tourism. Its role is also important in order to decrease the population migrations from the countryside. Human factor plays an important role regarding the development of agrotourism activities. Human resources imply knowledge, experience, creativity, innovation and ability of individuals focussed on the advancement of society, and in their need to constantly invest (Đerčan, Bubalo Živković and Lukić, 2010 a). Agrotourism is an opportunity for overcoming regional differences in Montenegro and revitalization of villages in the northern part of Montenegro. The paper analyzes the social economic conditions for development of agroturism in Montenegro. The focus is on the northern part of Montenegro on the ground of the existence of natural resources on the one hand and the lack of socioeconomic conditions on the other. Development of agroturism is observed from the standpoint of improving the quality of life and improvement of agricultural production on family farms. The popularity and demand of tourists to stay in conditions of untouched nature provides an opportunity for rural areas in the north of Montenegro to adequately valorise their natural resources. In 2009, Author Ružić, points out that the rural forms of tourism valorise all those values

SUMMARYThis paper examines the general attitude of consumers towards organic agriculture products. A polling questionnaire with questions on consumer attitudes on organic food based on Likert scale was used for the purpose of analysing the attitudinal structure of respondents. The results obtained were analysed and statistically processed using the descriptive statistics methods as well as SPSS program. The respondents' attitude is that organic food implies no risk to human health. At the same time, consumers do not have a defined attitude on whether organic food production risks are higher than its benefits. The respondents are of the opinion that domestic organic food price is high and that it is more expensive than conventionally produced food. Furthermore, in opinion of 48.6% of respondents, imported organic food is cheaper than organic food from domestic producers. More than 50% of respondents are of the opinion that domestic producers do not have a wide range of organic products and 73.6% of respondents state that domestic producers do not produce sufficient quantities of organic food that would meet the demand of consumers. Although respondents agree that the supply of organic products is not sufficient, 81.4% are not ready to pay -in their view -high price of organic products. On average, consumers agree with the attitude that further promotion effort is needed as well as larger areas under organic farming (90% of consumers). With a high interest in consumption of products grown in line with organic farming principles, the number of respondents who fully agree that they would like to engage in organic food production is significant (41.4%).