Czech wine consumers: maturing with age?

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