Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market

Ivan Balenović, Svetlana Ignjatijević, Goran Stojanović, Jelena Vapa Tankosić, Nemanja Lekić, Olivera Milutinović, Aleksandar Gajić, Miloš Ivaniš, Jelena Bošković, Radivoj Prodanović, Nikola Puvača and Ljubica Duđak
Additional contact information
Ivan Balenović: Faculty of Technical Sciences, University of Novi Sad, Trg Dositeja Obradovića 6, 21000 Novi Sad, Serbia
Svetlana Ignjatijević: Faculty of Economics and Engineering Management, University Business Academy in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Goran Stojanović: Faculty of Applied Sciences, University “Union-Nikola Tesla”, Dušana Popovića 22a, 18000 Niš, Serbia
Jelena Vapa Tankosić: Faculty of Economics and Engineering Management, University Business Academy in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Nemanja Lekić: Belgrade Business and Arts Academy of Applied Studies, Bulevar Zorana Đinđića 152a, 11070 Beograd, Serbia
Olivera Milutinović: Faculty of Management, University “Union-Nikola Tesla”, Njegoševa 1a, 21205 Sremski Karlovci, Serbia
Aleksandar Gajić: Business College of Applied Studies “Prof. PhD Radomir Bojković”, Topličina 12, 37000 Kruševac, Serbia
Miloš Ivaniš: Faculty of Economics and Engineering Management, University Business Academy in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Jelena Bošković: Faculty of Economics and Engineering Management, University Business Academy in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Radivoj Prodanović: Faculty of Economics and Engineering Management, University Business Academy in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Nikola Puvača: Faculty of Economics and Engineering Management, University Business Academy in Novi Sad, Cvećarska 2, 21000 Novi Sad, Serbia
Ljubica Duđak: Faculty of Technical Sciences, University of Novi Sad, Trg Dositeja Obradovića 6, 21000 Novi Sad, Serbia

Agriculture, 2021, vol. 11, issue 11, 1-22

Abstract: This research investigates current preferences in wine purchase patterns and factors that affect the online purchase of wine by Generation Y and older cohorts in the Republic of Serbia. Our research utilizes descriptive statistics, chi-squared tests, the Mann–Whitney nonparametric test, and binary logistic regression. The results indicate that wine purchasing is conducted on an occasional basis—mostly monthly and weekly—with a tendency to buy wine throughout the whole year. The older cohort has a more pronounced rank, compared to Generation Y, regarding WTP for wines with a specific geographical origin and local wines. Although Generation Y and the older cohort have no habit of buying wine online, the information on geographical origin represents the most important online information related to online purchase intention. The strongest influence on online wine purchasing among members of the older cohort is a link that connects producers with consumers to allow the latter to obtain additional information and send remarks, suggestions, and/or praise, as well as a link to the winemakers’ association website, and the very significant influence of female gender. The strongest influence on online wine purchasing in Generation Y is the information on geographical origin. Female gender and income are also very significant. As wine consumption in the Republic of Serbia is gradually increasing, a growing interest in online wine purchases is expected. Our findings can provide useful information for building profiles of online wine consumers, depending on age cohort.

Keywords: wine; Generation Y; older cohort; consumer behavior; online wine purchase; Republic of Serbia (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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