Poznatnost vina i zadovoljstvo potrošača vinima hrvatskih autohtonih sorti

master's thesis

• Title (english): Knowledges of wines and consumer satisfaction with wines from croatian indigenous varieties
• Author: Antonija Čović
• Mentor: Damir Kovačić (mentor)
• Committee member: Damir Kovačić (predsjednik povjerenstva)
• Committee member: Edi Maletić (član povjerenstva)
• Committee member: Marija Cerjak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

Posljednjih desetak godina značajno je povećana proizvodnje i kvaliteta vina hrvatskih autohtonih sorti. Međutim, tržišni potencijal tih vina još nije dovoljno iskorišten. Kako bi novi proizvod odnosno nova marka proizvoda iskoristila tržišni potencijal mora postići visoku poznatost, visoku stopu isprobavanja te zadovoljiti potrošače (Kotler i sur., 2014). Ovim se radom htjelo utvrditi stupanj poznatosti vina hrvatskih autohtonih sorti kao i stupanj njihovog isprobavanja. Treći cilj istraživanja bio je utvrditi zadovoljstvo potrošača tim vinima. U tu svrhu provedeno je on line istraživanje u obliku anketnog upitnika na uzorku od 170 ispitanika. Poznatost vina (brand awareness) mjerena je pomoću tri pokazatelja: test podsjećanja (recall test), test prepoznavanja (recognition test) te prvo navedeni proizvod (top of mind) (Esch, 2014.). Isprobavanje vina mjerilo se direktnim pitanjem, a za mjerenje zadovoljstva korištena je confirmation/disconfirmation paradigm (C/D paradigma). Za obradu podataka koristila se metode jednovarijatne analize, a povezanost ukupnog i parcijalnih zadovoljstva izračunata je pomoću regresijske analize (Meixner, 1998., Radman i sur. 2002.). Podaci su obrađeni SPSS programom. Rezultati istraživanja, suprotno očekivanome, pokazali su visoku razinu poznatosti vina od hrvatskih autohtonih sorti (poznatost za sve sorte veća od 79%) no potvrdili pretpostavku o niskoj razini kušanje istih. Hipoteza o visokom zadovoljstvu kušanim vinima od autohtonih sorti potvrđena je (90,8% ispitanika zadovoljno ili jako zadovoljno), ali regresijskom je analizom utvrđena vrlo slaba povezanost ukupnog zadovoljstva i parcijalnih zadovoljstava važnim obilježjima. U regresijski model ušla je samo varijabla okus i miris no njime se objašnjava samo 11% varijance ukupnog zadovoljstva. Rezultati istraživanja daju informacijsku podlogu za planiranje daljnjih marketinških aktivnosti za zajedničku promociju vina hrvatskih autohtonih sorti.

Abstract (english)

In the last ten years, the production and quality of wines of Croatian indigenous varieties have significantly increased. However, the market potential of these wines is still not sufficiently exploited. In order for a new product or a new product brand to use its market potential, it must achieve high popularity, a high trial rate and satisfy consumers (Kotler et al., 2014). The aim of this paper was to determine the degree of popularity of wines of Croatian indigenous varieties as well as the degree of their tasting. The third goal of the research was to determine consumer satisfaction with these wines. To this end, an online survey in the form of a survey on a sample of 170 respondents was proven. Wine familiarity (brand recognition) was measured using three indicators: a recall test (recall test), a recognition test (recognition test) of the first mentioned product (top of the mind) (Esch, 2014). Wine tasting was measured by a direct question, and the confirmation / disconfirmation paradigm (C / D paradigm) was used to measure satisfaction. A single-variant analysis method is used for data processing, and the correlation between total and partial satisfaction was calculated using regression analyzes (Meixner, 1998, Radman et al. 2002). Data were processed by the SPSS program. The results of the study, contrary to the expected, showed a high level of wine familiarity from Croatian indigenous varieties (familiarity with all varieties greater than 79%) however, confirm the low-level assumption of tasting them. The hypothesis of high satisfaction with proven wines from indigenous varieties was confirmed (90.8% of respondents were satisfied or very satisfied), but the regression analysis found a very poor correlation between overall satisfaction and partial satisfaction with important characteristics. Only 11% of the variance of overall satisfaction was entered into the regression model, but it explains only 11% variance in overall satisfaction.

• Keywords: vina od hrvatskih autohtonih sorti; poznatost; stvaranje marke
• Keywords (english): wines from Croatian indigenous varieties; knowledge; brand creation
• Language: croatian
• URN:NBN: urn:nbn:hr:204:385505
• Study programme: Title: Horticulture; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka hortikulture (magistar/ magistra inženjer/inženjerka hortikulture)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-03-24 11:14:14