Vrednovanje obilježja vina s obzirom na zemlju podrijetla

master's thesis

• Title (english): Evaluating wine characteristics based on country of origin
• Author: Marko Banovac
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Damir Kovačić (član povjerenstva)
• Committee member: Edi Maletić (član povjerenstva)
• Committee member: Marina Tomić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2017-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy; Viticulture and Enology

Abstract

Istraživanje je provedeno na uzorku od 215 ispitanika s ciljem utvrđivanja ponašanja potrošača u kupnji vina te važnosti koje potrošači pridaju pojedinim obilježjima vina. Nadalje cilj rada bio je utvrditi stupanj potrošačkog etnocentrizma te utjecaj istog na vrednovanje obilježja vina s obzirom na zemlju podrijetla. Rezultati istraživanja su pokazali da najveći broj ispitanika kupuje vino 2-3 puta mjesečno, podjednako kupuju crna i bijela vina. Ispitanici najčešće kupuje domaća vina, a najbitnija obilježja prilikom kupnje su cijena, dostupnost, regija podrijetla i proizvođač vina. Ispitanici imaju pozitivnije stavove i mišljenje o hrvatskim vinima u odnosu na talijanska i makedonska vina.Najveći udio ispitanika ima srednji stupanj potrošačkog etnocentrizma.

Abstract (english)

The study was conducted on a sample of 215 respondents with the aim of determining consumers behavior in wine purchase and the importance of particular wine characteristics.
Furthermore, the goal of the research was to determine degree of consumer ethnocentrism and their influence on the evaluation of certain wine characteristics with respect to the country of origin. Results showed that the largest number of respondents buy wine 2-3 times a month, equally white and red wines. Respodents mostly buy domestic wines, while the most important characteristics are the price, availability, region of origin and wine producer. Respondents generally have more positive attitudes and opinion about Croatian wines compared to Italian and Macedonian. The highest share of respondents have an medium level of consumer ethnocentrism.

• Keywords: potrošački etnocentrizam; vino; potrošači; zemlja podrijetla
• Keywords (english): consumer ethnocentrism; wine; consumers; country of origin
• Language: croatian
• URN:NBN: urn:nbn:hr:204:294013
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2017-09-26 10:05:42