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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Ivan Balenović & Svetlana Ignjatijević & Goran Stojanović & Jelena Vapa Tankosić & Nemanja Lekić & Olivera Milutinović & Aleksandar Gajić & Miloš Ivaniš & Jelena Bošković & Radivoj Prodanović & Nikola, 2021. "Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market," Agriculture, MDPI, vol. 11(11), pages 1-22, October.
    • Handle: RePEc:gam:jagris:v:11:y:2021:i:11:p:1054-:d:665620
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    References listed on IDEAS

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    1. Svetlana Ignjatijević & Jelena Vapa Tankosić & Nemanja Lekić & Duško Petrović & Sandra Brkanlić & Bojan Vapa & Vladimir Tomašević & Nikola Puvača & Radivoj Prodanović & Irena Milojević, 2022. "Agro-Environmental Practices and Business Performance in the Wine Sector," Agriculture, MDPI, vol. 12(2), pages 1-21, February.

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