Dimenzije zaznane vrednosti vina s perspektive slovenskih kupcev vina

Sandra PESTAR BIZJAK, Hristo HRISTOV, Aleš KUHAR

Povzetek


Zaznana vrednost je subjektivna ocena potrošnika o vrednosti izdelka oziroma storitve. Ker v Sloveniji primanjkuje raziskav, ki bi pripomogle k boljšemu razumevanju izbire potrošnikov vina, hkrati pa vinarski sektor pridobiva na pomembnosti, je bila med 221 potrošniki iz dveh največjih vinorodnih dežel v Sloveniji, ki vsaj občasno pijejo in kupijo vino, opravljena raziskava. Za ugotavljanje števila dimenzij zaznane vrednosti vina je bila uporabljena lestvica Perval, nato pa nas je zanimala povezava med dimenzijami in različnimi vinorodnimi deželami. Ugotovili smo, da vprašani potrošniki ločijo tri dimenzije zaznane vrednosti vina in sicer kakovostno-cenovno, emocionalno-socialno in tretjo dimenzijo, kjer so močno korelirali indikatorji okoljskih in človeških faktorjev, ter indikatorji, ki opisujejo regijo porekla vina; in smo jo poimenovali terroir. Anketiranci najbolj cenijo vinorodno deželo Primorska, sledi Podravje in nato ostale vinorodne dežele. Obe omenjeni vinorodni deželi korelirata s kakovostno-cenovno in terroir dimenzijo zaznane vrednosti vina. Ugotovili smo tudi, katere dimenzije zaznane vrednosti so pomembnejše respondentom z določenimi socio-demografskimi značilnostmi, kar bo vinskim pridelovalcem in prodajalcem lahko dobro izhodišče za segmentacijo potrošnikov in oblikovanje marketinške strategije.


Ključne besede


zaznana vrednost; vino; potrošnik; lestvica Perval; Slovenija; faktorska analiza

Celotno besedilo:

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DOI: http://dx.doi.org/10.14720/aas.2020.115.1.1267

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