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

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 l...

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Autores principales:	Ivan Balenović, Svetlana Ignjatijević, Goran Stojanović, Jelena Vapa Tankosić, Nemanja Lekić, Olivera Milutinović, Aleksandar Gajić, Miloš Ivaniš, Jelena Bošković, Radivoj Prodanović, Nikola Puvača, Ljubica Duđak
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	wine Generation Y older cohort consumer behavior online wine purchase Republic of Serbia Agriculture (General) S1-972
Acceso en línea:	https://doaj.org/article/729f564b5f544b139a974a643466d5e4
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spelling	oai:doaj.org-article:729f564b5f544b139a974a643466d5e42021-11-25T15:58:19ZFactors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market10.3390/agriculture111110542077-0472https://doaj.org/article/729f564b5f544b139a974a643466d5e42021-10-01T00:00:00Zhttps://www.mdpi.com/2077-0472/11/11/1054https://doaj.org/toc/2077-0472This 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.Ivan BalenovićSvetlana IgnjatijevićGoran StojanovićJelena Vapa TankosićNemanja LekićOlivera MilutinovićAleksandar GajićMiloš IvanišJelena BoškovićRadivoj ProdanovićNikola PuvačaLjubica DuđakMDPI AGarticlewineGeneration Yolder cohortconsumer behavioronline wine purchaseRepublic of SerbiaAgriculture (General)S1-972ENAgriculture, Vol 11, Iss 1054, p 1054 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	wine Generation Y older cohort consumer behavior online wine purchase Republic of Serbia Agriculture (General) S1-972
spellingShingle	wine Generation Y older cohort consumer behavior online wine purchase Republic of Serbia Agriculture (General) S1-972 Ivan Balenović Svetlana Ignjatijević Goran Stojanović Jelena Vapa Tankosić Nemanja Lekić Olivera Milutinović Aleksandar Gajić Miloš Ivaniš Jelena Bošković Radivoj Prodanović Nikola Puvača Ljubica Duđak Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
description	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.
format	article
author	Ivan Balenović Svetlana Ignjatijević Goran Stojanović Jelena Vapa Tankosić Nemanja Lekić Olivera Milutinović Aleksandar Gajić Miloš Ivaniš Jelena Bošković Radivoj Prodanović Nikola Puvača Ljubica Duđak
author_facet	Ivan Balenović Svetlana Ignjatijević Goran Stojanović Jelena Vapa Tankosić Nemanja Lekić Olivera Milutinović Aleksandar Gajić Miloš Ivaniš Jelena Bošković Radivoj Prodanović Nikola Puvača Ljubica Duđak
author_sort	Ivan Balenović
title	Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
title_short	Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
title_full	Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
title_fullStr	Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
title_full_unstemmed	Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market
title_sort	factors influencing wine purchasing by generation y and older cohorts on the serbian wine market
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/729f564b5f544b139a974a643466d5e4
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Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market

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