YOUNG CONSUMERS� PREFERENCES FOR MACEDONIAN WINE
Journal
The Journal "Agriculture and Forestry"
Date Issued
2016-06-30
Author(s)
NACKA, Marina
GEORGIEV, Nenad
SIMONOVSKA, Ana
DOI
10.17707/agricultforest.62.2.09
Abstract
Macedonian strategy for viticulture and wine production singles out young
consumers as a target group of consumers for further increase of the production
value and development of wine culture. Therefore, we aim to determinate the
presence of young population on the Skopje Wine Winter festival in 2014 and to
understand their preferences towards domestic wine and its quality. We
performed structured questionnaires to 420 visitors and segmented young
consumers as a focus group. We used conceptual model for analysis of consumer
attitudes and Chi2-test in Stata 12.0 and StataCorp 2011, for testing the
hypotheses for the consumers’ perception of quality wine. The results showed
that younger consumers were the most present category on the Wine festival. In
general, they do not differ from other age groups in terms of their preferences for
domestic quality wine, except that this category showed readiness to pay a higher
price for domestic quality wine. The quality perception of domestic wine is
satisfactory, which creates an opportunity for the wineries to target and to
promote their wine to the new segments of young consumers, committed to
purchase domestic wine.
consumers as a target group of consumers for further increase of the production
value and development of wine culture. Therefore, we aim to determinate the
presence of young population on the Skopje Wine Winter festival in 2014 and to
understand their preferences towards domestic wine and its quality. We
performed structured questionnaires to 420 visitors and segmented young
consumers as a focus group. We used conceptual model for analysis of consumer
attitudes and Chi2-test in Stata 12.0 and StataCorp 2011, for testing the
hypotheses for the consumers’ perception of quality wine. The results showed
that younger consumers were the most present category on the Wine festival. In
general, they do not differ from other age groups in terms of their preferences for
domestic quality wine, except that this category showed readiness to pay a higher
price for domestic quality wine. The quality perception of domestic wine is
satisfactory, which creates an opportunity for the wineries to target and to
promote their wine to the new segments of young consumers, committed to
purchase domestic wine.
Subjects
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