Wine Marketing: Impact of Demographic Factors of Serbian Consumers On the Choice of Wine

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.

Consumer ethnocentrism and preference for domestic wine in times of COVID-19

“…Indeed few consumer studies have been carried out in developing markets or transition economies, such as Western Balkans countries. Some of the studies are focused on consumer preferences for basic wine attributes (Zhllima et al, 2020;Zhllima et al, 2012), or instead explore preferences, motives, and attitudes when consumers are buying wine (Radovanović et al, 2017).…”

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“…The cultivation of grapes in the territory of present-day Serbia dates back to the Roman Empire (Sekulić et al, 2016). Since the founding of the Serbian state, wine has been part of the local culture, and many Serbian rulers, especially the Nemanjić dynasty (11 th to 14 th century), have encouraged and promoted viticulture and winemaking throughout the area of Serbia and the Balkans, in general (Đenadić & Rudež, 2018;Radovanović et al, 2017).…”

“…After the civil war, viticulture was finally able to recover slightly. In the first decade of the 21 st century, the Serbian wine industry began taking real steps toward progress (Radovanović et al, 2017). Many small and medium-sized private wineries, often family businesses, entered the market with a particularly high emphasis on the quality of the wine and the way it tasted.…”

Heterogeneity of Serbian consumers' preferences for local wines: Discrete choice analysis

“…These processes have led to a different pattern of consumption of alcoholic beverages, especially wine, in the sense of reducing The purpose of this paper is to empirically research the consumers' preferences towards characteristics of local wines in Serbia, as well as to determine whether those preferences are heterogeneous. To our knowledge, several research related to consumers' preferences, wine choice and purchase behaviour were conducted in Serbia (Vlahović et al, 2012;Radovanović et al, 2017). For the purpose of modeling and analyzing consumer preferences in choosing wines, this paper uses the Discrete Choice Analysis (DCA).…”