THE RELATIONSHIP BETWEEN AUTOCHTHONOUS WINE ATTRIBUTES AND WINE CONSUMPTION MOTIVES

THE RELATIONSHIP BETWEEN AUTOCHTHONOUS WINE ATTRIBUTES AND WINE CONSUMPTION MOTIVES

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This paper had a goal to explore the relationship between autochthonous wine attributes and wine consumption motives.Data were collected through a 2nd recon battalion patch questionnaire, processed by standard statistical methods, univariate (general description of the sample), and multivariate statistics (factor analysis, cluster analysis and logistic regression).Through factor analysis five main dimensions of wine consumption motives were determined, namely social status, socializing effects, health, self indulgence vx bonnet protector and relaxation.For autohchthonous wine (Malvazija Istarska) three factor dimensions of wine attributes were determined: reccomendations, quality and origin.

Through cluster analysis, wine consumption motives showed significant relations to the wine attributes, whereas self-expression, and health and taste stood out as the most important dimensions between high and low wine attribute importance segments.