169
1, XVIII, 2015
Ma ke ing & T ade
DOI: 10.15240/ ul/001/2015-1-013
In oduc ion
Wine is a complex be e age which a ies in
as e, in ca ego ies and in quali y measu es.
These ac o s may infl uence consume s’
p e e ences. The mos impo an ac o is
p obably as e, al hough consume s usually
canno as e wine be o e a pu chase and so
o he ac o s a e impo an in he decision
making p ocess [5]. The mo i a ion o wine
d inking is impo an as well. Knowledge o
si ua ions connec ed wi h wine consump ion,
o wha ole wine plays in consume s’ li es yles
and o o he impo an mo i a ions helps o
unde s and he pu chase decision.
The e ha e been numbe o s udies o
he beha iou o wine d inke s [7], [8], [9],
[10], [11], [32], [33], [34], [41]. The ma ke s o
Aus alasia, he USA and Eu ope ha e been
s udied in ela ion o consume beha iou
and he segmen a ion o wine consume s [7],
[8], [9], [10], [11], [32], [33], [34], [41]. I has
been no ed ha consump ion pa e ns in he
ood and be e age sec o a e infl uenced by
cul u al ac o s [47]. Howe e he e has been no
dedica ed s udy in he Czech Republic. I would
be in e es ing o see, he e o e, whe he o no
consume beha iou is di e en in his pos -
communis ansi ion economy [2], [49].
The his o y o Czech wine g owing goes
back o he 3 d cen u y, and al hough he 20 h
cen u y saw a decline in consump ion and in he
numbe o wine ies, he las wen y yea s ha e
seen a ebi h o he Czech wine indus y [17].
The consump ion o wine accoun ed o 11% o
he olume o alcoholic be e ages consumed in
he Czech Republic in 2010, while he a e age
consump ion was 19.4 li es o wine pe pe son
pe yea [13]. These numbe s a e g owing
slowly, possibly because o g owing knowledge
abou wine and a dec ease in p ices caused
by in e na ional compe i ion [16]. The Czech
Republic is a ne impo e o wine, impo ing
mo e han hal o i s consump ion, al hough
he consump ion o local wines has g own wi h
ime. The main compe i o o wine in he Czech
Republic, as an alcoholic d ink, is bee . Bee
is e y popula in he Czech Republic, and i s
consump ion accoun ed o 85% o he olume
o alcoholic be e ages consumed in he Czech
Republic in 2010, al hough he consump ion
has been dec easing slowly in since 2005 [13],
[30].
Al hough he e ha e been majo
de elopmen s in he echniques o g owing
wine in he pas ew decades, he e has been
no majo de elopmen s in he ma ke ing o
i [16], [41]. The wine indus y seems o be
s uggling o fi nd a way o become mo e ma ke
o ien ed and emains p oduc ion-o ien ed. The
wine ma ke has long adi ions; he e o e i
canno be desc ibed as an inno a i e sec o
and i is ag icul u ally-based [9]. The p oblem
lies in he mass-ma ke ing s a egy adop ed by
wine p oduce s because wine is mo e pa o
a li es yle han jus an e e yday p oduc [34].
The main objec i e o his s udy is o
iden i y he mos impo an mo i a ions o
Czech consume s o d ink wine and he ac o s
in ol ed in wine pu chase since no s udy
o his kind o Czech consume s has been
unde aken. As wine consump ion is g owing in
impo ance in he Czech Republic, especially
in he sou h-eas e n egion o Mo a ia,
knowledge o consume s is pi o al. The main
ocus o his s udy is o fi nd ou i he e a e any
di e ences be ween gende s and age g oups,
as basic segmen a ion ac o s, in ela ion o he
consump ion o wine in he Czech Republic.
1. Li e a u e Re iew
The pu chase p ocess o wine is complex, since
i has many dimensions which can infl uence
decision making. The e a e no only housands
o b ands and p oduc s, bu nume ous wine
CZECH WINE CONSUMERS: MATURING WITH
AGE?
John R. Ancho , Te eza Lacino á
EM_1_2015.indd 169EM_1_2015.indd 169 4.3.2015 11:42:444.3.2015 11:42:44
170 2015, XVIII, 1
Ma ke ing a obchod
s yles, g ape a ie ies, in ages, labels and
wine egions. In addi ion, p ice plays a e y
impo an ole in he decision making p ocess
[40], [29], [44], [45].
Wine is he “combina ion o a noble g ape,
he c ea i e a is y o he winemake and
he adi ion o he package” [51]. The co e
benefi exp esses he eason why consume s
may p e e wine o o he alcoholic be e ages
and in his pape his is e e ed o as “ he
mo i a ion o d ink wine”. These mo i a ions
a e made angible by using consume s’ senses
o sigh , ouch and smell, while p esen ing he
ad an ages o he p oduc , by o example
using a unique design, con olling he quali y
o packaging o /and displaying he p o enance,
b and, g ape a ie y and o he ac o s on he
bo le o in he in o ma ion ma e ial.
In angible ac o s, such as p ice, ou le s whe e
he wines a e sold, o image, a e used o gain
compe i i e ad an age using di e en ia ion [51].
The impo ance o each o hese ac o s
has been explo ed in se e al s udies o he
Aus alian and New Zealand wine ma ke s
[12], [40], [55], [9], as well as he US wine
ma ke [41], [26]. In Eu ope, he e ha e been
consume -o ien ed segmen a ion s udies o he
Swiss and I ish wine ma ke s [7], [21].
The main app oach o s udying wine buying
beha iou seems o be ma ke segmen a ion.
The au ho s o he a ious s udies ha e ied
o c ea e segmen s o wine consume s based
on di e en ac o s – o example li es yle –
which infl uence wine consump ion [8], [29], [9].
Li es yle is a se o alues and is defi ned as:
“pa e ns in which people li e and spend ime
and money” [6]. All o he s udies conce ning
li es yle ac o s ha e p o ed he impo ance
o hem, as wine is a cul u al be e age wi h
a long his o y. The e a e social and cul u al
ac o s associa ed wi h d inking wine, which
di e en ia e his p oduc om many o he
alcoholic be e ages wi h a sho e his o y.
Consume s can be segmen ed acco ding o
hei in ol emen in pu chase and consump ion,
which is gene ally cha ac e ized as he le el o
in e es in an objec o ac i i y. I can be di ided
in o p oduc in ol emen , b and decision
in ol emen and pu chasing in ol emen [35].
A p oduc in ol ed consume pays a lo o
a en ion o buying a ce ain p oduc ; o example
wine. When consume s a e highly in ol ed
in selec ing a ce ain b and, he beha iou
is called ‘b and pu chasing in ol emen ’ and
a consume who is in e es ed in pu chase i sel
is ‘pu chasing in ol ed’ [7]. Consume s a e
o en ‘p oduc in ol ed’ in he wine ma ke , as
i can be complica ed o choose wine because
o he exis ence o a la ge numbe o ypes and
b ands; and i is o en impo an o consume s
o choose he “ igh ” wine, especially when
buying i as a gi . Gi en he la ge numbe o
b ands, ypes and fl a ou s, b and pu chasing
in ol emen migh no be so common when
buying wine [15], [35].
Pu chasing in ol emen is an impo an
ac o in he wine ma ke . Many wine consume s
ac ually enjoy he jou ney o choosing and
buying wine and he expe ience gained om i ,
as well as he p oduc i sel [41], [24]. The le el
a which in ol emen infl uences he pu chase
decision has been s udied ex ensi ely [35],
[33], [27].
One o he mos impo an ypes o
segmen a ion o wine consume s is ha which
is based on he benefi s om and he mo i es
o pu chase [7]. Dubow’s segmen a ion s udy
pays a en ion o he in e nal mo i es o he
consump ion o wine such as: “I like he as e”
o “ o be s ylish”, while di iding consume s
in o fi e g oups. To he fi s o hem belong
consume s who d ank wine o he wine i sel
(because hey like i ). The second g oup d ank
wine o eel good and enjoy leisu e ime. The
hi d g oup d ank wine because hey “wan ed
some hing ligh , na u al and heal hy” [7], [18].
To he ou h g oup belonged consume s who
d ank wine o be mo e iendly and sociable and
consume s in he fi h g oup we e cha ac e ized
by he need o be s ylish and dis inc i e.
The iden ifi ca ion o consume s’ segmen s
is a e y impo an hing o he wine ma ke ,
as i allows he ma ke e o ocus he
campaign on ce ain segmen s which cause
he campaign o ha e a g ea e e ec han
a non-specifi ed and non- a ge ed global
campaign. Al hough segmen a ion seems o
be e y impo an , esea che s seem o o ge
ano he e y impo an fi eld o wine consume
beha iou – he sea ch o he de e minan s
o wine consump ion [8]. Looking o hese
de e minan s can show he ma ke e which
ac o in his campaign is he mos impo an . He
can also ocus his campaign on he g oups wi h
he bigges consump ion.
P e ious s udies ha e o en ocused on
fi nding ou demog aphic ac s abou consume s
– o example he ac ha consump ion g ows
EM_1_2015.indd 170EM_1_2015.indd 170 4.3.2015 11:42:444.3.2015 11:42:44
171
1, XVIII, 2015
Ma ke ing & T ade
wi h age [12]. Howe e li es yle de e minan s
ha e been s udied less ex ensi ely [8].
Conside ing all hese ac o s and pu ing
hem oge he o each he fi nal decision migh
inco po a e a ce ain amoun o isk and make
a consume eel insecu e, uncom o able and
scep ical and may agg a a e his decision by
adding p essu e o he si ua ion [40], [37]. The
pe cei ed amoun o isk g ows wi h he le el
o o mali y o he si ua ion he wine is bough
o . As wine usually canno be as ed be o e
pu chase, he consume ends o lowe he isk
by ocusing on he elemen s which he can be
mos su e abou . The isk- educ ion s a egies
can be summa ized as ollows: he consume
can choose one o he b ands he knows al eady
and can be su e o i s quali y (1); he can decide
acco ding o he ecommenda ions o amily o
iends (2); he can buy wha he salespe son
ecommends o him (3); he can use his own
knowledge o wine (4); he can conside p ice as
a alue g owing wi h quali y (5); o he can decide
acco ding o he packaging and label (6) [3].
1.1 Demog aphic De e minan s o
Wine Consump ion
The demog aphic de e minan s o wine
pu chase a e he key ac o s o segmen a ion, as
hey lead o he mos s aigh o wa d sepa a ion
o g oups which ha e a high p obabili y o
ha ing a lo in common.
1.1.1 Gende
Gende may impac upon wine consump ion
in a numbe o ways. Acco ding o he Wine
Ma ke Council [54], o ins ance, 77% o
women in he USA egula ly buy wine o hei
households. Resea ch in Aus alia ound ha
men had sligh ly g ea e consump ion han
women [10]. Resea ch in he US wine ma ke
showed ha 56% o all wine consume s we e
women [54] which migh efl ec he ac ha
wine is “gene ally pe cei ed as a “ eminine”
be e age” [50]. Aus alian s udies p o e ha he
s onges gende di e ences a e in he olume
o wine consumed, g ape a ie y and wine s yle
[10], [11]. Acco ding o a UK s udy, women ha e
s ong p e e ences o whi e wine since only
34% o hem p e e ed wine compa ed o 48%
who p e e whi e wine [12]. These obse a ions
a e suppo ed by Aus alian esul s, which
ound ha men a e much less likely han
women o d ink whi e and spa kling wines [25].
Al hough he e a e clea gende di e ences
in e ms o colou ela ed p e e ences in wine
consump ion, Robinson [46] a gues ha women
(and men] a e oo he e ogeneous a g oup o
make gene aliza ions abou in his con ex .
1.1.2 Age
Acco ding o Lockshin e al. [35], wine
consump ion ends o g ow wi h age. This can
be explained by he ac ha wine is a be e age
wi h a complex as e and i akes some ime
o consume s o ge used o i and o s a
ecognizing he a ious fl a ou s and s yles.
When a consume ge s used o he as e and
becomes mo e awa e o wha o expec om
ce ain kinds o wine, he can be mo e elaxed
and buying is no so ime consuming o him
anymo e, which can boos consump ion [35].
B uwe , Saliba and Mille [12] ound ou
ha ano he signifi can di e ence be ween age
g oups is he ex en o which hey pay a en ion
o salespeople and wai e s in he es au an .
Younge gene a ions equi e a g ea e le el
o ad ice abou wine pu chase han olde
gene a ions, which can be explained by he
ac ha knowledge abou wine is gained wi h
expe ience.
Wine ma ke e s ha e ecen ly aken
age di e ences in o conside a ion [12] while
esea ching he di e ences in he olume o
consump ion be ween gene a ions X and Y and
hei consuming si ua ions [20]. Acco ding o
B uwe , Li and Reid [9], ma ke e s should ocus
on consume s be o e he age o wen y in o de
o each hem o d ink wine in he yea s when
hey o m hei consump ion habi s.
Hall, Binney and O’Mahony [23] conduc ed
esea ch on Aus alian wine consume s,
ocusing on some o hei mo i a ions o d ink
wine and he ac o s which a e impo an in
pu chasing wine. They di ided consume s
in o h ee age g oups, while looking a he
di e ences in hei beha iou . They ound ha
he ac o ‘Wine and Food Ma ching’ (consis ing
o wine egion, g ape a ie y and ma ching wine
wi h ood) was leas impo an o he younges
age g oup, while o he ac o s like ‘P ice and
Value’ (p ice, discoun s, alue and alue o
money) and ‘P oduc A ibu e’ ( as e, ype
o wine) did no show signifi can di e ences
be ween he age g oups. Younge age g oups
showed highe p e e ences o sampling and
seeking ad ice, while olde consume s ca ed
mo e abou he quali y o wine han he younge
ones.
EM_1_2015.indd 171EM_1_2015.indd 171 4.3.2015 11:42:454.3.2015 11:42:45
172 2015, XVIII, 1
Ma ke ing a obchod
1.1.3 Knowledge
Johnson and Bas ian [28] conduc ed a s udy
looking a he impac o he le el o expe ise
(knowledge) in he wine fi eld on consump ion
and spending on wine. Two es s we e un –
a senso y and a knowledge es , which ound
ha he e was a posi i e co ela ion be ween
he le el o expe ise and he amoun o wine
consumed. G ea e expe ise was co ela ed
also wi h highe spending on wine.
A ques ion o causali y a ises – i is no
clea i consume s d ink mo e wine because
hey know mo e abou i , o i hey know abou i
mo e because hey d ink mo e o i [8].
Knowledge is usually ela ed o age as
well, as complexi y o wine knowledge causes
lea ning o ake some ime. As wine knowledge
is usually gained as a leisu e ac i i y (“hobby”),
a posi i e co ela ion be ween age and
knowledge can be assumed.
1.2 Li es yle De e minan s o Wine
Pu chase
Li es yle de e minan s desc ibe consume s’
backg ounds and hei mo i a ions o d inking
wine [48]. Resea ch on he Swiss wine ma ke
showed ha he mos impo an mo i a ions
o d inking wine we e social mo i a ions –
d inking wi h iends, o be sociable and socially
accep ed, o be dis inc i e, espec ed o o
show a ma u e pe sonali y, in o de o celeb a e
some hing o as a amily adi ion. Howe e , he
mos impo an mo i a ion was liking he as e,
while no liking he as e was he mos impo an
eason why consume s did no d ink wine [3].
A desi e o a heal hy li es yle is ano he ,
bu qui e complica ed, mo i a ion. Ma inez-
Ca asco e al. [36], in a s udy o he Spanish
wine ma ke , ound ha heal h easons o
consuming wine we e nega i ely co ela ed
wi h he amoun o wine consumed. Zan en [55]
esea ched he US wine ma ke and disco e ed
ha a e fi nding ou mo e abou he posi i e
impac o d inking wine, consump ion inc eased,
bu only o a limi ed ime. This means ha he
impac o heal h does no ha e a long- e m
infl uence on wine consump ion.
1.3 Wine Cha ac e is ics In l uencing
Wine Pu chase
The wine cha ac e is ics infl uencing he
pu chase o wine can be di ided in o ou
g oups – in insic, ex insic, in-s o e ac o s
and si ua ional [41], [9]. Consume s wi h
a lowe le el o expe ise may ely mo e on
ex insic ac o s, in compa ison wi h mo e
expe ienced consume s, who ha e knowledge
abou in insic ac o s and can use hem in he
decision p ocess [34]. Howe e , he ex insic
cues may be mo e impo an han he in insic
ones, ega dless o expe ise, because o wine
being consumed “p ima ily o he expe ience
wi h li le unc ional u ili y” [41].
The decision can change in a case when
he consume has al eady as ed he specifi c
wine be o e [3], [32] o i i was ecommended
o him by iends o amily [38]. The choice can
be a ec ed as well by he awa d o medals o
p izes o a wine b and [32].
1.3.1 In insic Fac o s
In insic ac o s a e ac o s associa ed wi h he
wine i sel , such as colou , as e and quali y.
Al hough as e is shown in many s udies
o be he mos impo an eason o wine
consump ion [15], [7], i is ha d o consume s
o decide acco ding o i , because in he
ypical buying si ua ion hey canno as e he
wine p io o pu chase. The same p oblem
a ises wi h he e alua ion o quali y, as only
he mos expe ienced consume can be su e
o his decision. Colou is he only in insic
cue, acco ding o which he consume is
able o decide easily and i is one o he fi s
ac o s which consume s may e alua e p io o
pu chase.
As he in insic ac o s a e ha d o e alua e
o he majo i y o consume s, o he ac o s
need o be aken in o conside a ion and i is
usually he ex insic se o ac o s which decide
he pu chase.
1.3.2 Ex insic Fac o s
The mos impo an ex insic ac o o wine
pu chase is p ice [42]. In si ua ions when
consume s canno decide a pu chase by
conside ing only in insic ac o s, hey o en
use p ice because o i s expec ed posi i e
co ela ion wi h quali y.
The on and back labels o wine bo les a e
designed o p o ide he consume wi h exac ly
he ype o in o ma ion he seeks and needs o
a decision and o sui consume s’ as es and
s yle. The packaging is e y impo an o bo h
unc ional and emo ional easons – i mus p o ide
he in o ma ion and unc ions needed and mus
be a ac i e a he same ime [3]. Packaging is
EM_1_2015.indd 172EM_1_2015.indd 172 4.3.2015 11:42:454.3.2015 11:42:45
173
1, XVIII, 2015
Ma ke ing & T ade
one o he cues which consume s use o e alua e
he quali y o a wine. I is in e es ing ha he e
is a gene al p e e ence o na u al co k-closed
bo les, while plas ic co ks a e accep ed neu ally
and wines closed by sc ew caps a e conside ed
o be o lowe quali y [3].
The in o ma ion which can be ound on
labels includes he b and name, in age,
g ape a ie y, desc ip ion o as e, wine s yle,
ood fi ing eccomenda ions o p oduc ion
p ocedu es [31], [53]. The back label helps
consume s o decide, since he majo i y o hem
a e no able o ma ch he wine wi h i s label
desc ip ion [14].
1.3.3 Geog aphical Con ex
The geog aphical o igin o a wine is a key
ex insic ac o in fl uencing i s consump ion. The
hi d mos impo an ex insic ac o in Aus alia
is he egion o o igin and he coun y o o igin
is one o he mos impo an ex insic ac o s in
Eu ope [5].
1.3.4 Si ua ional Con ex
The choices which consume s make do no ely
only on he p oduc i sel , bu hey a e a ec ed
also by ac o s in he shopping en i onmen ; o
example by shel posi ion, ad e ising banne s,
in o ma ion on he shel es, ligh ing, c owding
and music [4], [3], [27], [32].
The pu chase si ua ion is impo an as
well, consis ing o he ac ual place o pu chase
( es au an , supe ma ke , specialized shop)
and he si ua ion he wine is being bough o
(jus o elaxing, as a gi , o a collec ion) [19],
[3], [41]. The ac o s which consume s decide
on may a y in di e en si ua ions [9], [1].
2. Me hodology
In o de o in es iga e which a e he
impo an infl uences on wine pu chase, as
well as he mo i a ion o d inking wine, in
he Czech Republic, a ques ionnai e su ey
was conduc ed. The ques ionnai e adop ed
a majo i y o he ques ions om B unne and
Sieg is ’s [7] s udy o Swiss wine consume s. As
he main ac o s infl uencing wine consump ion
ha e been esea ched quali a i ely in p e ious
s udies (mos ly ou side Eu ope), a quan i a i e
me hod was chosen. An online ques ionnai e
con aining 39 ques ions was un o wo weeks
using e-mail and social ne wo ks.
The fi s pa o he ques ionnai e con ained
gene al ques ions abou wine consump ion,
asking consume s, o example, how much
wine hey d ink pe week, whe e hey buy i , o
abou hei p e e ence o Czech o impo ed
wines. The second pa asked abou hei
mo i a ion o d ink wine, he hi d abou ac o s
infl uencing hem when hey buy wine and he
ou h pa con ained demog aphic ques ions.
One o he gene al ques ions conce ned
subjec i e knowledge (consume s’ pe cep ion
o hei knowledge abou wine); while objec i e
knowledge was no included in he s udy.
In wo weeks, 268 esponden s opened he
ques ionnai e page, and he fi nal sample size
was n=237, a e he elimina ion o incomple e
ques ionnai es.
The sample is no ully andom since he
esponden s we e con ac ed ia e-mail and
social ne wo ks. A gene aliza ion o he whole
o he Czech Republic canno be made since
72% o esponden s s a ed ha hey we e om
he Sou h Mo a ia Region (Jihomo a ský k aj),
one o 14 Czech egions. Only people who
d ink wine a leas once a yea we e asked o
comple e he ques ionnai e.
60% o esponden s we e women. I age
is aken in o conside a ion, women a e in he
majo i y only in he younges age g oup (18–
25), while he olde g oups ha e sligh ly mo e
males. This esul can be explained by he
au ho s’ pe cep ion o he younge gene a ion
in he Czech Republic ha wine is seen as
a p edominan ly emale be e age, o he ac ha
among young males, bee is he d ink o choice.
To measu e he ag eemen o consume s
wi h a ious s a emen s conce ning he
mo i a ion o and ac o s associa ed wi h wine
d inking, scale ques ions we e used, while he
possible answe s we e om 1 o 6, whe e 1
s ands o “I s ongly ag ee” and 6 o “I s ongly
disag ee.”
Th ee age g oups we e defi ned o desc ibe
he younges gene a ion o wine d inke s (aged
18–25), he middle gene a ion (aged 26–45)
and he oldes gene a ion (aged 46 and mo e).
The esul s om he scale ques ions we e
compa ed be ween hese age g oups in o de
o iden i y di e ences in beha iou .
C onbach’s alpha was used o es he le el
o eliabili y o he esul s. Spea man’s ank
co ela ion coe fi cien was used o compa e he
esul s o ques ions abou mo i a ion and he
ac o s infl uencing wine pu chase be ween age
g oups. A compa ison o he esul s by gende
was es ed by chi-squa e.
EM_1_2015.indd 173EM_1_2015.indd 173 4.3.2015 11:42:454.3.2015 11:42:45

174 2015, XVIII, 1
Ma ke ing a obchod
3. Resul s and Discussion
Two se s o fi ndings esul om he p ima y
esea ch – an analysis o wine consume
mo i a ion and he ac o s infl uencing he
pu chase o wine; and a compa ison and
di e ence analysis o age g oups and gende
segmen s. The age and gende layou o he
sample can be seen in Figu e 1. 60% o he
sample was emale, 45% we e less han 25
yea s o age wi h 21% being o e 46.
Tables 1 o 3 show he pe cen age wine
d inking his o y o consume s, hei p e e ed
packaging and place o pu chase. Mo e han
50% o esponden s had been d inking wine
o 10 yea s o less which migh indica e ha
he e is an ex ensi e pool o inexpe ienced wine
d inke s.
In he case o he p e e ed places o wine
pu chase, “in a specialized shop” was mos
common, while “ om a local wine p oduce ” and
“in a supe ma ke ” we e close behind. The mos
p e e ed packaging was glass bo les (56%) and
wine d a ed om ba els o plas ic bo les (37%).
83% o esponden s consumed fi e o
ewe glasses o wine pe week wi h 39% o
he sample consuming one o none. 70% o
he sample had a s a ed p e e ence o Czech
wines.
Weekly consump ion and p e e ences
conce ning wine o igin can be seen in Tables
4 & 5.
Consump ion is signifi can ly co ela ed
wi h age a he 0.01 le el and he e is g ea e
consump ion o wine wi h inc easing age.
This esul is in line wi h ea lie esea ch [35],
[7]. Knowledge was signifi can ly posi i ely
Fig. 1: B eakdown o sample by age and gende
Sou ce: Ques ionnai e esul s
How long ha e you been a wine d inke ?
Less han a yea 6.9%
1–10 yea s 50.7%
11–20 yea s 16.7%
21–30 yea s 12.0%
Mo e han 30 yea s 13.7%
Sou ce: own
Tab. 1: Longe i y o wine d inking
EM_1_2015.indd 174EM_1_2015.indd 174 4.3.2015 11:42:454.3.2015 11:42:45
175
1, XVIII, 2015
Ma ke ing & T ade
Which o hese do you p e e (buy mos o en)?
D a ed wine 37.4%
Bo led wine (glass) 56.1%
Bo led wine (plas ic) 2.6%
Wine in ca on boxes 0.9%
O he 3.0%
Sou ce: own
Whe e do you usually buy wines? (mul i-choice ques ion)
In a specialised shop 33.7%
In a local supe ma ke 23.5%
In a co ne -shop 6.0%
F om a local wine p oduce 24.7%
O he 7.0%
Sou ce: own
How many glasses (0.21) o wine do you d ink pe week?
0–1 93
2–5 104
6–10 28
11–15 7
16 and mo e 6
Sou ce: own
Do you p e e Czech o o eign wine?
I always p e e Czech wines 78
I usually p e e Czech wines 89
Wi hou a p e e ence 56
I usually p e e o eign wines 13
I always p e e o eign wines 1
Sou ce: own
Tab. 2: Wine packaging p e e ences
Tab. 3: Wine pu chasing loca ion
Tab. 4: Weekly wine consump ion
Tab. 5: P o enance p e e ence
EM_1_2015.indd 175EM_1_2015.indd 175 4.3.2015 11:42:454.3.2015 11:42:45
176 2015, XVIII, 1
Ma ke ing a obchod
co ela ed wi h consump ion a he 0.01 le el as
well. Ea lie s udies ha e iden ifi ed his ea u e
[8], [41]. G owing consump ion wi h age and
knowledge is conside ed o be in e ela ed,
since wi h g owing age and knowledge he
consume is mo e able o sa ou complex
fl a ou s and o unde s and be e he ac o s
which di e en ia e wines.
3.1 Mo i a ions o D ink Wine
The s onges mo i a ion o d inking wine ound
in his s udy was as e, which is in line wi h he
esul s o ea lie s udies [12], [52], [5].
The second bigges mo i a ion o d ink
wine was “ o celeb a e some hing”, which is
unde s andable as wine, especially spa kling
wine, which is known as sec o demi sec, is
consumed o en as a es i e be e age in he
Czech Republic.
Wine d inking in Swi ze land is associa ed
wi h celeb a ions and es i e occasions [7].
This s udy had simila esul s o he hi d mos
impo an mo i a ion ound in his s udy – he
belie ha wine belongs wi h a nice meal.
Fac o s such as “I d ink wine o be
dis inc i e” o “ o be socially accep ed” we e
he mos nega i ely e alua ed ques ions.
C onbach’s alpha was abo e 0.7 in all cases,
which indica es an accep able le el o eliabili y.
The esul s o he ques ions conce ning
mo i a ion o d ink wine can be seen in Table 6.
Di e ences be ween age g oups we e es ed
by Spea man’s ank co ela ion coe fi cien , while
di e ences be ween gende s we e es ed by chi-
squa e.
The e we e no signifi can di e ences be ween
gende s; howe e , he bigges di e ence
was ound in he case o he answe “ o be
dis inc i e”.
In he case o mo i a ions o d ink wine,
wo a iables we e ound o be co ela ed wi h
age a he 0.05 le el, while wo mo e a iables
we e co ela ed wi h age a he 0.01 le el.
The s onges co ela ion wi h age was he
mo i a ion “because I conside wine heal hy,”
whe e he impo ance o he ac o g ew wi h
age. The second s onges co ela ion was wi h
“because a glass o wine belongs o a nice
meal”, while i s impo ance g ew wi h age as
well. O he co ela ions we e be ween age
and he a iables “ o be espec ed” and “ o be
sociable”, while he impo ance o hese ac o s
dec eased wi h age.
I d ink wine..... Mean C onbach‘s α Spea man‘s
coe fi cen
Because I lo e he as e 1.7722 0.767 -.004
To celeb a e some hing 2.1308 0.765 -.005
Because a glass o wine belongs o a nice meal 3.0886 0.763 -.186
Because I conside wine heal hy 3.3966 0.762 -.188
Because i is a adi ion in my amily 4.2194 0.754 -.061
To be sociable 4.5738 0.752 -.144
Because d inking wine es ifi es o a ma u e
pe sonali y 5.0127 0.749 -.013
To be espec ed 5.1561 0.752 -.140
To be socially accep ed 5.2278 0.748 -.032
To be dis inc i e 5.4388 0.752 -.009
No e: *Co ela ion is signifi an a he 0.05 le el (2- ailed). **Co ela ion is signifi can a he 0.01 le el (2- ailed). The ques-
ions a e o de ed acco ding o he mean ( ha is acco ding o he impo ance o he mo i a ion o he esponden s) om
he mos impo an o he leas impo an .
Sou ce: own
Tab. 6: Mo i a ions o d ink wine – Means, C onbach’s α and Spea man’s coe fi cien
EM_1_2015.indd 176EM_1_2015.indd 176 4.3.2015 11:42:454.3.2015 11:42:45
177
1, XVIII, 2015
Ma ke ing & T ade
3.2 Fac o s Impo an in Wine
Pu chase
The mos impo an choice ac o was he g ape
a ie y. A simila esul has been ound o he
main segmen o US wine consume s [32],
[7], [8]. The in o ma ion on he label is a key
ac o since i con ains a lo o in o ma ion,
e.g. he p o enance, which was he second
mos impo an ac o in choosing wine. This
esul may be connec ed o a e y s ong
inclina ion o buy Czech wines since mo e
han 70% o esponden s answe ed ha hey
mo e commonly buy Czech wines a he han
impo s. C onbach’s alpha was a ound 0.76–
0.77 in all cases, which indica ed an accep able
le el o eliabili y. The esul s o he ques ions
conce ning he ac o s which infl uence wine
pu chase can be seen in Table 7.
Se e al s ong co ela ions we e ound
be ween age g oups and he ac o s infl uencing
wine pu chase. The s onges co ela ion was
wi h “ he design o he bo le and he label” whe e
he younges consume s epo ed ha hey we e
infl uenced by hese ac o s much mo e han olde
ones. O he ac o s wi h a signifi can co ela ion,
such as he label, in age, p o enance and
b and/p oduce , inc ease in impo ance wi h age.
This can be explained by he ac ha making
decisions acco ding o hese ac o s migh be
oo complica ed o inexpe ienced consume s,
bu wi h age, consume s usually gain knowledge
and a e mo e able o e alua e hem.
In he case o “I nea ly always choose one o
he lowes p iced wines” and “ ecommenda ions
o salespe son”, he end is di e se – hei
impo ance dec eases wi h age, which can be
explained by he lowe disposable income o
he younges consume s and by hei g ea e
unce ain y when buying wine (and so he need
o ask o ad ice).
The e a e majo di e ences be ween
gene a ions in he Czech Republic in he
impo ance o he ac o s which hey pay
a en ion o when buying wine. Olde consume s
seem o be mo e in e es ed in he ac o s which
equi e a ce ain le el o knowledge o be
When buying wine, I pay a en ion o ...... Mean C onbach‘s αSpea man‘s
coe fi cen
G ape a ie y 1.9662 .765 -.053
All he in oma ion on he label 2.0633 .770 -.192
P oduce /B and 2.2363 .768 -.136
P o enance 2.3207 .763 -.141
The bes possible p ice/quali y a io 2.3671 .768 .019
Recommenda ions o iends and acquain ances 2.6034 .768 .039
Wine om local p oduce s 2.8312 .770 -.065
Vin age 3.0549 .764 -.191
A well-es ablished p oduce 3.3080 .769 -.079
Recommenda ions o salespe son 3.8903 .768 .182
The design o he bo le and he label 4.1392 .760 .254
Ba gains and special o e s 4.1477 .759 .094
I nea ly always choose one o he lowes p iced
wines 4.9409 .766 .220
Ad e ising 5.0591 .762 .070
No e: *Co ela ion is signifi an a he 0.05 le el (2- ailed). **Co ela ion is signifi can a he 0.01 le el (2- ailed). The ques-
ions a e o de ed acco ding o he mean ( ha is acco ding o he impo ance o he mo i a ion o he esponden s) om
he mos impo an o he leas impo an .
Sou ce: own
Tab. 7: Fac o s infl uencing wine pu chase – Means, C onbach’s α and Spea man’s
EM_1_2015.indd 177EM_1_2015.indd 177 4.3.2015 11:42:454.3.2015 11:42:45