Is there demand in wine events in Slovakia?

Dana Vokounová ()
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Dana Vokounová: University of Economics in Bratislava, Bratislava, Slovakia

Marketing Science & Inspirations, 2021, vol. 16, issue 1, 19-26

Abstract: Wine is a specific product with a high level of differentiation according to the attributes on the basis of which consumers decide on its choice. These attributes include taste, price, brand, country of origin or vine variety. At present, ethical consumerism is gaining prominence and consumers are more interested in the impact of their behavior on society and the environment, which is another factor in their wine purchasing decisions. Opportunities for winemakers can also be the use of experiential marketing tools, which allows consumers to directly experience an unconventional brand experience. The aim of the paper is to point out current trends in the wine industry and to present the results of a survey focused on knowledge of wine events. The aim of the survey was also to create a typology of consumers in terms of their attitudes to wine and to identify interest in events organized by wine producers in Slovakia.

Keywords: wine; trends; experiential marketing; wine events (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:16:y:2021:i:1:p:19-26

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