Prikaz perceptivne mape lokalnih brendova vina

Abstract

This paper provides an overview of the perceptual map of local wine brands in the city of Trebinje, formed from target groups belonging to the so-called Generation X and Generation Y. The aim of the study was to explore the perception of local wine brands among generations X and Y, focusing on the basis of two semantic differentials derived from four synonymous adjectives describing winery brands: ‚premium - classic,' ‚premium - modern,' ‚casual - classic,' and ‚casual - modern.' The paper highlights a significant range within each generation when it comes to wine consumption in terms of individual differences, life experiences, and context. The study draws upon the concept of brand positioning (Sushkova, Shushkin & Korenkova, 2022), wine marketing concepts (Hall & Mitchell, 2008), and generational market segmentation theory (Chaney, Touzani & Slimane, 2017). The fundamental idea of this paper revolves around the analysis of local wine brand positioning practices. The research was conducted using the technique of perceptual mapping. The research results indicate that local wine brands that have successfully expanded their brands to markets outside the local area are perceived as ‚premium-modern', while smaller wineries are perceived as ‚classic-casual'. Furthermore, differences in wine consumption were evident between generations X and Y. Generation X constitutes a larger portion of wine connoisseurs, while generation Y leans more towards new and experimental forms of wine consumption.