Preferencije mlađih potrošača prilikom kupovine vina / Wine purchase preferences of young consumers
2017
Vlahović, Branislav (Poljoprivredni fakultet, Novi Sad (Srbija)) | Užar, Dubravka (Poljoprivredni fakultet, Novi Sad (Srbija))
The main goal of the paper is to investigate the attitudes, opinions and preferences of younger categories of respondents in their decision to purchase and consume wine. The research method was a questionnaire for 100 respondents in Novi Sad. The results of the research show that purchasing and consuming wines by younger consumers is of low intensity. The majority of respondents consume wine less often than once a month. The largest number of respondents purchase wine which costs less than 500 RSD per bottle. The brand of wine is an important element in making decision about wine purchase. The most important external features are the type of wine, followed by the price and the producer, while the most important internal feature is the taste of wine. The respondents mostly prefer white wines, immediately followed by red wines while the least popular are rosé (pink) wines. Younger respondents more frequently purchase domestic wines than foreign ones. The imported wines the respondents prefer most are from Montenegro and France, while the least popular wines are from Hungary, Slovenia and Croatia. The obtained results should indicate to wine producers how to define their production and price policy according to preferences of younger categories of consumers.
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