Wine culture is a part of culture related to the processing, marketing and consumption of wine. In recent years there has been an unbelievable increase in the interest in wine, manners of its consumption and getting to know it better. With the global wine industry becoming more and more competitive, marketers are continuously striving for the differentiation of their products and a detailed understanding of consumers’ needs, which is crucial for success. Sensory properties as well as extrinsic characteristics greatly influence consumers’ purchase decisions. Due to our interest in the preferences of Slovenians regarding the consumption of wine of different origins, we wanted to analyze and research Slovenian wine consumers. In this paper we studied the influence of different origins of wine on the choices Slovenian consumers make. The sensory evaluation of wine was conducted in blind and informed assessment conditions, and the questionnaire included questions about consumers’ sociodemographic data and their buying habits. Statistical analyses revealed that the country of origin has a huge impact on the consumers’ choice of wine. The domestic wine sample received the highest likeability ratings. We also studied the influence of self-esteem and ethnocentrism.
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