Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
| Autor: | Miloš Ivaniš, Goran Stojanović, Ivan Balenović, Radivoj Prodanović, Olivera Milutinović, Aleksandar Gajić, Ljubica Duđak, Jelena Boskovic, Nemanja Lekić, Svetlana Ignjatijević, Jelena Vapa Tankosić, Nikola Puvača |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Wine
Consumption (economics) Descriptive statistics older cohort Agriculture (General) media_common.quotation_subject Republic of Serbia digestive oral and skin physiology food and beverages Generation Y consumer behavior Plant Science Affect (psychology) Purchasing S1-972 online wine purchase Cohort Business Habit wine Marketing Agronomy and Crop Science Consumer behaviour Food Science media_common |
| Zdroj: | Agriculture Volume 11 Issue 11 Agriculture, Vol 11, Iss 1054, p 1054 (2021) |
| ISSN: | 2077-0472 |
| Popis: | This research investigates current preferences in wine purchase patterns and factors that affect the online purchase of wine by Generation Y and older cohorts in the Republic of Serbia. Our research utilizes descriptive statistics, chi-squared tests, the Mann–Whitney nonparametric test, and binary logistic regression. The results indicate that wine purchasing is conducted on an occasional basis—mostly monthly and weekly—with a tendency to buy wine throughout the whole year. The older cohort has a more pronounced rank, compared to Generation Y, regarding WTP for wines with a specific geographical origin and local wines. Although Generation Y and the older cohort have no habit of buying wine online, the information on geographical origin represents the most important online information related to online purchase intention. The strongest influence on online wine purchasing among members of the older cohort is a link that connects producers with consumers to allow the latter to obtain additional information and send remarks, suggestions, and/or praise, as well as a link to the winemakers’ association website, and the very significant influence of female gender. The strongest influence on online wine purchasing in Generation Y is the information on geographical origin. Female gender and income are also very significant. As wine consumption in the Republic of Serbia is gradually increasing, a growing interest in online wine purchases is expected. Our findings can provide useful information for building profiles of online wine consumers, depending on age cohort. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|