engleski

Attitudes towards wine consumption: a comparative study of two countires

Given the plethora of different wine producers for customers, it is difficult to make the choice of which wine to buy. Therefore, consumers, after probing and making their first decisions mostly stay loyal to different characteristics of wine. In the wine selection process, personal preferences are very important. Besides these, customers are also under different influences that shape their decisions. Some of these are quality, price, grape variety, wine style and region of origin (McCutcheon, Bruwer, Li, 2009). // The purpose of the research is to explore the factors influencing wine selection in two countries: Bosnia and Herzegovina and Croatia. Given that these are countries with different traditions, cultures and religious structures, we assume that the importance of these factors could be disimilar. // The research was conducted using a structured questionnaire. The research sample frame was composed of persons (older than 20) that consume bottled wine in these two countries more than once a month. The study explores the relationship between consumers' attitudes towards wine consumption and selection, and the role of their involvement in the decision making process. The paper has empirical implications because, it creates a research background for the wine industry in this region. The managerial implications would consider new practical knowledge on consumers’ attitudes and habits that the wine industry and wine professionals could incorporate into their businesses.

attitudes; wine consumption; wine market; ethnocentrism; country of origin

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