Nakupno vedenje potrošnikov vina v povezavi z étnocentrizmom

doktorska disertacija

Vita Petek (Author), Črtomir Rozman (Mentor), Karmen Pažek (Thesis defence commission member), Martin Pavlovič (Thesis defence commission member), Jasna Potočnik (Co-mentor)

Abstract

Vinogradništvo je v Sloveniji pomemben del slovenskega gospodarstva, slovenske kulture in tradicije. Pridelek je vino, ki ga vinarji »donegujejo« v kleti, ustekleničijo, opremijo z vinsko etiketo in prodajajo na različnih lokacijah. V doktorski disertaciji smo z raziskavo prišli do rezultatov, ki kažejo dva vidika, kupca in vinarja, ko govorimo o vinski steklenici in njeni etiketi. Skozi intervjuje z vinarji smo ugotovili njihov pogled in ozadje postopka izdelave vinske etikete in skozi anketni vprašalnik vidik kupcev in njihove vzorce vedenja, ko pride do nakupa vina. Vse to smo analizirali skozi prizmo étnocentrizma, ki kaže, kako zavedni in »ponosni« so na svoje domače pridelke in izdelke. Na koncu smo z metodo analize vsebine analizirali vinske karte najboljših restavracij v Sloveniji. Rezultati analize kažejo, da je étnocentrizem pozitivno povezan s pomembnostjo geografskih identifikatorjev pri nakupu vina ter, da motiv zabave ni povezan s pomembnostjo geografskih identifikatorjev. Zunanjo podobo vinske steklenice sestavljajo oblika steklenice, barva steklenice, oblike in barve na etiketi ter zamašek. Ugotovili smo, da večina vinarjev zamašek, barve vinske etikete in stil steklenice izbere glede tipa vina, ki je v steklenici. Zavedajo se, da mora biti vinska etiketa takšna, da pritegne pozornost potrošnika, med najpomembnejšimi elementi pa so izpostavili blagovno znamko, vinorodni okoliš in sorto vina. Na koncu je bilo ugotovljeno še, da so vinske karte najboljših slovenskih restavracij dokaj étnocentrične, med njimi pa je daleč najbolj zastopana vinorodna dežela Primorska in vinarji te dežele.

Keywords

vino;vinska etiketa;nakupno vedenje;étnocentrizem;znamčenje;

Data

Language:	Slovenian
Year of publishing:	2022
Typology:	2.08 - Doctoral Dissertation
Organization:	UM FKBV - Faculty of Agriculture
Publisher:	[V. Petek]
UDC:	663.2:366.12:366.64:323.14(043.3)
COBISS:	123329795
Views:	5
Downloads:	4
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Purchase behavior of wine consumers in connection with ethnocentrism
Secondary abstract:	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.
Secondary keywords:	wine;wine label;buying behavior;éthnocentrism;branding;
Type (COBISS):	Doctoral dissertation
Thesis comment:	Univ. v Mariboru, Fak. za kmetjstvo in biosistemske vede
Pages:	XI, 266 str.
ID:	16463142