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 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 mama mellace s mores consumption motives were determined, namely social status, socializing effects, health, self indulgence and relaxation.For autohchthonous wine (Malvazija Istarska) sepia plex 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.