Naslov
WHAT DISTINGUISHES CONNOISSEURS FROM SPENDERS? A CASE STUDY OF WINE IN CROATIA

Autori
Ilak Peršurić, Anita Silvana ; Mann, Stefan

Izvornik
Ekonomika poljoprivrede = Economics of agriculture (0352-3462) 55 (2018), 4; 1337-1358

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Connoisseurs ; spenders ; wine ; Croatia.

Sažetak
This paper had a goal to explore the knowledge and spending power, which are frequent criteria for target groups, although they are rarely distinguished in a systematic way. This paper develops motivation for a thorough distinction and reveals differences among connoisseurs and spenders within the Croatian wine market. A theoretical model of the two target groups in a framework around the BCG matrix was developed. For the empirical verification, standardised face-to-face interviews were conducted with 307 Croatian wine consumers. For the sake of knowledge, both self-reported and observed measures were used. Our findings confirm that Connoisseurs emphasise particularly functional characteristics of wine that constitute self-related items such as self-fulfilment and social values, while spenders rather emphasise the gastronomy experience of wine. The difference between connoisseurs and spenders can be translated into marketing strategies that emphasise different product attributes and characteristics of wine at different stages of the product life cycle

Izvorni jezik
Engleski

Znanstvena područja
Poljoprivreda (agronomija)

POVEZANOST RADA