Wine-making is one of the areas of agriculture in Slovenia that has the highest growth potential. Three Slovenian wine regions are culturally and historically very different and also nowadays produce different sorts and styles of wine. Detailed insight into consumers´ needs is necessary in order for the sector to develop, where understanding the perceived value for wine and image of the region, which is a part of region-of-origin concept, are of primal importance. We found that region of origin is the second most important factor for Slovene wine consumers when choosing wine and we found the key image elements of wine regions Podravje and Primorska. All three studied constructs: perceived value, consumer regiocentrism and regional identity were measured with standardized instruments and their validity and reliability has been demostrated with factor analysis. In general wine region Primorska and its wines have much better image than Podravje. Image of wine region Primorska from the perspective of local consumers is so positive, that consumer regiocentrism and regional identity have no influence on wine purchasing. Wine consumers from wine region Podravje perceive that both wine regions have positive image, however those consumers´who have higher rates of consumer regiocentrism and regional identity will buy more wine from their wine region. Slovenian wine consumers perceive three elements of value in wine: “terroir”, social-emotional and price-quality. Consumers were clustered into five segments according to their life-style. All the data that was obtained will be of important value for creation of region-specific marketing strategies which could be tailored to a specific, most attractive segment(s) of slovenian wine consumer(s).
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