Nakupno vedenje potrošnikov vina v povezavi z étnocentrizmom : doktorska disertacija
Purchase behavior of wine consumers in connection with ethnocentrism : ph. d. thesis

slovenian

doktorska dela

2022

branding   buying behavior   éthnocentrism   wine   wine label

Univerza v Mariboru, Fakulteta za kmetijstvo in biosistemske vede

Viticulture in Slovenia is an important part of the Slovenian economy, culture and tradition. The main product is wine that winemakers "grow" in the cellars, equip them with wine labels and sell in various locations. In our doctoral dissertation, results show two aspects, the buyer and the winemaker, when we talk about the wine bottle and its label. By employing the method of interviews with winemakers, we get to know their process of making wine label and through survey with buyers the perspective of their patterns of buying behavior when it comes to buying wine. We analyzed all this through the prism of ethnocentrism, which shows how conscious and proud buyers are of Slovenian domestic products. Finally, the wine lists of the best restaurants in Slovenia were analysed using the content analysis method. The results of the analysis showed that éthnocentrism is positively related to the importance of geographical identifiers when buying wine and that the motive of entertainment is not related to the importance of geographical indicators. Wine bottles consists of different bottle shapes, colors on wine label and the stopper. We found that most winemakers choose stopper, colors on wine label and style of the bottle according to the type of wine that is in the bottle. Winemakers are aware that the wine label must be interesting enough to attract the attention of consumers, and among the most important elements they choose the name of brand, wine-growing area and wine variety. In the end, it was found that the wine lists of the best Slovenian restaurants are quite ethnocentric, and among them the most represented is the wine-growing region of Primorska and winemakers from this region.

07.08.2023