Stavovi studentske populacije o utjecaju promocijskog spleta na kupnju vina
Students’ Attitudes towards the Influence of Promotional Mix on Wine Purchasing Decisions
Author(s): Jelena KristićSubject(s): Business Economy / Management, Marketing / Advertising
Published by: Sveučilište Josipa Jurja Strossmayera u Osijeku, Ekonomski fakultet u Osijeku
Keywords: Wine; promotion; design; student population;
Summary/Abstract: The research was conducted in Osijek-Baranya County on a sample of 476 student respondents, a blish the importance of promotion in making wine purchasing decisions. Students’ opinions on and attitudes towards the best methods of wine promotion to target them, as a specific market segment, were investigated. The results show that, whatever the variable, the majority of students find that promotion and design are important elements in making wine purchasing decisions. Students’ proposals on the best way to promote wine suggest that Croatian winemakers should indeed change their communication methods at least when it comes to this target customer group.
- Issue Year: 25/2012
- Issue No: 1
- Page Range: 98-104
- Page Count: 8
- Language: Croatian