Recognising wine quality – examining demographic influences and consumer preferences

Abstract

The globalisation of the market, the entry of new wine countries on the wine world map and changes in consumer lifestyles have led to a change in the perception of wine consumers. These circumstances lead to the need to identify and analyse the factors influencing consumer preferences and wine recognition. This study aims to identify the factors influencing wine quality recognition. The empirical research is based on a survey conducted during the WineRi wine fair in Rijeka in June 2021. A total of 169 people gave valid answers, which form the sample for this study. Based on the collected data, the authors developed a binary logistic regression model in which the participants’ perception of whether they recognised differences in the quality of wines was used as a dependent variable, while socio-demographic, wine consumption variables and variables connected to the wine selection and purchase process were used as independent variables. The results show that age, education, relationship status, household income and frequency of consumption influence the perception of the recognition of the quality of wine, as well as factors such as the perceived relationship between wine price and quality. The conclusions resulting from the analysis carried out might be helpful not only for scholars but also for wine producers when developing a wine product list and marketing strategy.