Abstract
This study examines the importance of wine characteristics when choosing wine, such as the shape and colour of the bottle, type of wine cork, information on the wine label, price and ethnocentrism. Three research questions were proposed in this paper. A quantitative online survey in the form of 458 participants was carried out in Slovenia. Participants were asked questions relating to their wine consumption behaviour. The results of this study show the Spearman’s correlation coefficient between ethnocentrism and country-of-origin importance. These findings benefit winemakers who want to improve their wine sales and learn what characteristics of the wine label are significant.
Highlights
Wine, as an experiential and hedonic product, is commonly associated with personal enjoyment, relaxation, socialisation and hospitality [1]
As wine continues to play an important part in people’s lifestyles, an increased interest in visiting the places of production has been witnessed, resulting in a rapid growth in the popularity of wine regions around the world [2]. All this influences the consumption of wine, and because of that, a lot of studies in this field have been carried out; fewer studies have been conducted in Slovenia
Today’s wine consumers are causing the wine industry to rethink the traditional stereotype of a wine drinker, because wine drinkers are a younger cohort, and because they bring a unique set of tastes and lifestyle choices [45,46]
Summary
As an experiential and hedonic product, is commonly associated with personal enjoyment, relaxation, socialisation and hospitality [1]. Because some of a wine’s attributes, such as quality or sensory characteristics (taste), can only be assessed during consumption, other attributes are more important in this way, such as brand name, awards, production procedures and cellaring advice, which are found on the wine’s front or back label, and may assist consumers when deciding to purchase [13,15]. Consumers’ knowledge has long been studied to understand the decision-making behaviour process of buying products, and wine is no exception. In a study of American consumers, they showed that ethnocentric tendencies are significantly negatively correlated with attitudes toward foreign products, and significantly positively correlated with attitudes toward domestic products. Today’s wine consumers are causing the wine industry to rethink the traditional stereotype of a wine drinker, because wine drinkers are a younger cohort, and because they bring a unique set of tastes and lifestyle choices [45,46]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
