IDEAS home Printed from https://ideas.repec.org/a/zag/market/v35y2023i1p41-56.html
   My bibliography  Save this article

What Influences Croatian Consumers’ Wine Choice?

Author

Listed:
  • Ivana Alpeza

    (Croatian Agency for Agriculture and Food, Centre for Viticulture, Oenology and Edible Oils)

  • Ivan Nižić

    (Croatian Agency for Agriculture and Food, Centre for Viticulture, Oenology and Edible Oils)

  • Zrinka Lukač

    (University of Zagreb, Faculty of Economics & Business)

Abstract

Purpose – This research explores the habits of Croatian wine consumers and the importance of selected wine choice attributes, including price, Country of Origin (COO), grape variety, sugar content, color, brand, Protected Designation of Origin (PDO), traditional terms of kvalitetno vino KZP and vrhunsko vino KZP (TT), vintage, and bottle/label design, with respect to age, gender, and subjective knowledge. Methodology – The study is based on 428 questionnaires collected in a survey conducted among consumers during the winter/spring of 2019. The results were analyzed using descriptive statistics and quantitative methods (Friedmann ANOVA, Mann-Whitney’s U-test, and Kruskal-Wallis test). Findings and Implications – Most respondents perceive wine as a pleasure. However, consumers with more subjective knowledge predominantly experience wine as a product with potential health benefits. The frequency of consumption generally increases with age. In general, grape variety and TT are the most important attributes in wine choice, TT being the most important attribute among women and consumers with more subjective knowledge. The importance of COO, grape variety, and vintage attributes increases with the age, while the importance of price and bottle/label design decreases. Consumers are confused by the common European PDO label although it does not differ from the national system of Geographical indications that preceded it. The results can be useful in creating targeted marketing strategies to improve competitiveness of the wine industry, as well as to indicate the need for educating individual consumers and prospective consumer groups about PDO and potential benefits of moderate wine consumption. Limitations – The data sample represents consumers from Croatia. However, most of them come from Zagreb, which may limit the result relevance given the socio-economic differences between the capital and other regions. Originality – This is the first research to explore the attributes of wine important to Croatian consumers and link these with age, gender, and subjective knowledge since Croatia joined the EU and adopted the new wine labeling rules.

Suggested Citation

  • Ivana Alpeza & Ivan Nižić & Zrinka Lukač, 2023. "What Influences Croatian Consumers’ Wine Choice?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 41-56.
    • Handle: RePEc:zag:market:v:35:y:2023:i:1:p:41-56
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/437960
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Eugenio Pomarici & Alessandro Corsi & Simonetta Mazzarino & Roberta Sardone, 2021. "The Italian Wine Sector: Evolution, Structure, Competitiveness and Future Challenges of an Enduring Leader," Italian Economic Journal: A Continuation of Rivista Italiana degli Economisti and Giornale degli Economisti, Springer;Società Italiana degli Economisti (Italian Economic Association), vol. 7(2), pages 259-295, July.
    2. Catherine Viot & Juliette Passebois-Ducros, 2010. "Wine brands or branded wines? The specificity of the French market in terms of the brand," Post-Print hal-01803728, HAL.
    3. Jean Philippe Perrouty & François d'Hauteville & Larry Lockshin, 2006. "The influence of wine attributes on region of origin equity: An analysis of the moderating effect of consumer's perceived expertise," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 323-341.
    4. Alba, Joseph W & Hutchinson, J Wesley, 2000. "Knowledge Calibration: What Consumers Know and What They Think They Know," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 123-156, September.
    5. Elizabeth C. Thach & Janeen E. Olsen, 2006. "Market segment analysis to target young adult wine drinkers," Agribusiness, John Wiley & Sons, Ltd., vol. 22(3), pages 307-322.
    6. Marcello Stanco & Marco Lerro & Giuseppe Marotta, 2020. "Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis," Sustainability, MDPI, vol. 12(7), pages 1-11, April.
    7. Miquel, María-José & Caplliure, Eva-María & Pérez, Carmen & Bigné, Enrique, 2017. "Buying private label in durables: Gender and other psychological variables," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 349-357.
    8. Christopher R. Gustafson & Travis J. Lybbert & Daniel A. Sumner, 2016. "Consumer sorting and hedonic valuation of wine attributes: exploiting data from a field experiment," Agricultural Economics, International Association of Agricultural Economists, vol. 47(1), pages 91-103, January.
    9. Adeline Alonso Ugaglia & Jean-Marie Cardebat & Alessandro Corsi (ed.), 2019. "The Palgrave Handbook of Wine Industry Economics," Springer Books, Springer, number 978-3-319-98633-3, June.
    10. Saidi, Monia & Giraud, Georges, 2018. "Choisir un vin : rôle de l’implication et des connaissances dans le traitement de l’information disponible‪," Économie rurale, French Society of Rural Economics (SFER Société Française d'Economie Rurale), vol. 363(January-M).
    11. Flynn, Leisa Reinecke & Goldsmith, Ronald E., 1999. "A Short, Reliable Measure of Subjective Knowledge," Journal of Business Research, Elsevier, vol. 46(1), pages 57-66, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Catherine Viot, 2012. "Subjective knowledge, product attributes and consideration set : the wine case," Post-Print hal-01803724, HAL.
    2. Resce, Giuliano & Vaquero-Piñeiro, Cristina, 2022. "Predicting agri-food quality across space: A Machine Learning model for the acknowledgment of Geographical Indications," Food Policy, Elsevier, vol. 112(C).
    3. Eva M. Murgado-Armenteros & María Gutierrez-Salcedo & Francisco José Torres-Ruiz, 2020. "The Concern about Biodiversity as a Criterion for the Classification of the Sustainable Consumer: A Cross-Cultural Approach," Sustainability, MDPI, vol. 12(8), pages 1-14, April.
    4. Kwon, Kyoung-Nan & Lee, Jinkook, 2009. "The effects of reference point, knowledge, and risk propensity on the evaluation of financial products," Journal of Business Research, Elsevier, vol. 62(7), pages 719-725, July.
    5. Marzia Ingrassia & Stefania Chironi & Giuseppe Lo Grasso & Luciano Gristina & Nicola Francesca & Simona Bacarella & Pietro Columba & Luca Altamore, 2022. "Is Environmental Sustainability Also “Economically Efficient”? The Case of the “SOStain” Certification for Sicilian Sparkling Wines," Sustainability, MDPI, vol. 14(12), pages 1-26, June.
    6. Donoghue, Suné & Wilken-Jonker, Ina & Steffens, Francois E. & Kirsten, Johann F., 2021. "South African consumers' willingness to pay a premium for Karoo Lamb: The influence of subjective and objective knowledge, label information and demographics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Zaheer Ahmed & Umara Noreen & Suresh A.L. Ramakrishnan & Dewi Fariha Binti Abdullah, 2021. "What explains the investment decision-making behaviour? The role of financial literacy and financial risk tolerance," Afro-Asian Journal of Finance and Accounting, Inderscience Enterprises Ltd, vol. 11(1), pages 1-19.
    8. Tajdini, Saeed, 2021. "The effects of the subjective-experiential knowledge gap on consumers’ information search behavior and perceptions of consumption risk," Journal of Business Research, Elsevier, vol. 135(C), pages 66-77.
    9. Tianzhuo Liu & Huifang Jiao, 2018. "How does information affect fire risk reduction behaviors? Mediating effects of cognitive processes and subjective knowledge," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 90(3), pages 1461-1483, February.
    10. Dutta, Sujay & Banerjee, Somak & Johnson, Aaron & Biswas, Abhijit, 2022. "Overcoming the challenge of low familiarity: Can a weakly familiar brand signal quality with exceptionally strong warranty?," Journal of Business Research, Elsevier, vol. 141(C), pages 737-754.
    11. van Rijnsoever, Frank J. & Farla, Jacco C.M., 2014. "Identifying and explaining public preferences for the attributes of energy technologies," Renewable and Sustainable Energy Reviews, Elsevier, vol. 31(C), pages 71-82.
    12. House, Lisa & Lusk, Jayson L. & Jaeger, Sara & Traill, W. Bruce & Moore, Melissa & Valli, Carlotta & Morrow, Bert & Yee, Wallace M.S., 2004. "Objective And Subjective Knowledge: Impacts On Consumer Demand For Genetically Modified Foods In The United States And The European Union," 2004 Annual meeting, August 1-4, Denver, CO 20125, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    13. Daniel Albalate & Albert Gragera, 2018. "“Misinformation and Misperception in the market for parking”," IREA Working Papers 201812, University of Barcelona, Research Institute of Applied Economics, revised Jun 2018.
    14. Ting Fan & Bo Pu & Samart Powpaka & Liaogang Hao, 2019. "The Impact of Disaster of a National Airline on the Nation’s Tourism: An Empirical Investigation," Sustainability, MDPI, vol. 11(5), pages 1-20, February.
    15. Monica Faraoni & Tommaso Pucci & Samuel Rabino & Lorenzo Zanni, 2017. "Does brand market value affect consumer perception of brand origin in the purchasing process? The case of Tuscan wines," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(1), pages 51-78.
    16. Katharina Hauck & Gergely Szolnoki, 2020. "German Consumers’ Perceptions of Organic Wine—A Qualitative Approach," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    17. Cristiane Pizzutti & Renata Gonçalves & Maura Ferreira, 2022. "Information search behavior at the post-purchase stage of the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(5), pages 981-1010, September.
    18. Filippis, Fabrizio De & Giua, Mara & Salvatici, Luca & Vaquero-Pineiro, Cristina, 2021. "The International Competitiveness of Geographical Indications: Hype or Hope?," 2021 Conference, August 17-31, 2021, Virtual 315147, International Association of Agricultural Economists.
    19. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    20. Groza, Mark D. & Groza, Mya Pronschinske, 2018. "Salesperson regulatory knowledge and sales performance," Journal of Business Research, Elsevier, vol. 89(C), pages 37-46.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:35:y:2023:i:1:p:41-56. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.