magistrsko delo
Marija Lampe (Author), Marko Lah (Mentor)

Abstract

Magistrsko delo pregleduje trenutne tržne razmere vina v Sloveniji in opredeljuje najpomembnejše dejavnike, ki so pri nakupu vina za potrošnika odločilni. Trženje vina je kompleksen proces zaradi nenehnih sprememb, zahtevnosti potrošnika in pa različnih dejavnikov, od katerih je nastanek vina odvisen. Vinarji so primorani iskati nove prodajne poti in ideje. S pregledom teorije in izvedbo petih poglobljenih intervjujev z najbolj priznanimi slovenskimi vinarji je bilo ugotovljeno, da je ključni dejavnik nakupnega odločanja za slovenske potrošnike etiketa, sledijo pa še blagovna znamka, zunanja podoba steklenice in informacije na etiketi. Slovenski vinarji prisegajo na kvalitetna vina in se redno udeležujejo vinskih tekmovanj po celem svetu.

Keywords

etiketa;vrhunska vina;vinogradništvo;tržno komuniciranje;kakovost vina;vinarji;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [M. Lampe]
UDC: 339.138:663.2(497.4)(043.2)
COBISS: 82100483 Link will open in a new window
Views: 172
Downloads: 37
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: marketing strategy og High Quality Slovene wines
Secondary abstract: The master's work surveys current market conditions of wine in Slovenia and defines the most significant factors that affect the demand for wine purchasing. Wine marketing is a complex process due to boundless modifications, consumer demanding and different factors the wine depends on. Winemakers are compelled into seeking new sales techniques and ideas. With looking over the theory and making five in-depth interviews with the most reputation Slovene winemakers, has been found out that the front label is the vital wine buying factor for Slovene consumers, the following ones are trademark, a wine bottle head to toe and information on the back label. The Slovene winemakers have confidence in wine quality and regularly take part in wine competitions all over the world.
Secondary keywords: label;high quality wines;winegrowing;marketing strategy;wine quality;winemakers;Trženje;Marketing;Vino;Wine;Blagovne znamke;Trademarks;Slovenija;Slovenia;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 69 str.
ID: 13659352
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