FACTORS AFFECTİNG WİNE CONSUMPTİON - CASE OF ALBANİA

Authors

Keywords:

Albania, wine production, factors, wine consumption, Categorical Regression.

Abstract

In Albania, winemaking and viticulture are well-known and established industries. In addition to locally dominant wine products, imported beverages, primarily Italian, French, or from the region, such as those of Montenegro, Macedonia, Kosovo, etc., dominate the current market. Given this context, the development of this industry in the country necessitates special care and is highly complicated, particularly in grape types. This research aims to identify and quantify the factors that influence wine intake utilizing a questionnaire and interviews with 250 respondents, half male and half female. Follow the Categorical Regression Estimation model for categorical response variables when conducting data analysis. In addition, it strives to meet the requirement by advising wine producers on the need to comprehend which packaging traits or cues are significant to customers and to concentrate their marketing efforts on wine production. In addition to 250 face-to-face interviews, a questionnaire was developed to analyze the impact of wine consumption on socio-demographic parameters associated with the consumer profile. The analysis and interpretation of the results reveal intriguing determinants of wine consumption. Age, education, income level, and wine price are the primary determinants of a consumer's decision to purchase wine. Older persons (those over 40 years old) are 1,4 times more likely to purchase wine than younger people. The likelihood that those with a higher income will purchase wine is 2.15 percentage points greater among those with a higher income than those with a lower monthly income. Education tends to have a positive effect on wine intake. However, gender does not appear to make a substantial difference. The findings increase the comprehension of wine consumption patterns in growing wine-producing nations.

 

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Published

2022-05-31