Factors influencing the purchase of regional wines by the Millennial generation from the Lubusz Voivodeship

• Autorzy: Michałowska Mariola , Kułyk Piotr , Pietrow Leonard

Identyfikatory

DOI

10.58691/man/174532

• Języki publikacji: EN

Abstrakty

EN

The main aim of the study is to identify the most important conditions favoring the development of the Lubusz wine market, with particular emphasis on examining the involvement of young buyers (Millennium generation) in the purchase of Lubusz wines and the impact of factors determining their behavior, including situational ones related to the purchase and consumption of wine, as a generation in an increasingly more responsible for expanding the market. In addition, determining the demographic and economic profile of consumers consuming regional Lubusz wines, as well as proposing practical solutions for building a competitive advantage by the wine industry and wine sellers based on factors shaping the purchase of regional Lubusz wines. In the research procedure, the authors used literature analysis and survey research conducted among young consumers from the Lubusz Voivodeship. The research shows that the purchase of wine is associated with young consumers’ perception of it as supporting the Lubusz region in its development. However, the purchase determinants include taste, quality, bouquet, and positive information about the wine. In turn, the main reasons for not making purchases are not drinking alcohol and too high a price.

Słowa kluczowe

EN

Lubusz Voivodeship; development Lubusz market; regional wines; determinants; Millennials generation

PL

Województwo Lubuskie; rozwój rynku lubuskiego; wina regionalne; determinanty; pokolenie millenialsów

• Wydawca: University of Zielona Góra, Faculty of Economics and Management
• Czasopismo: Management
• Rocznik: 2023
• Tom: Vol. 27, no. 2
• Strony: 26--44
• Opis fizyczny: Bibliogr. 22 poz., tab., wykr.

Twórcy

autor

Michałowska Mariola

• Faculty of Economics and Management, University of Zielona Góra, Poland

• https://orcid.org/0000-0002-6281-5446

autor

Kułyk Piotr

• Faculty of Economics and Management, University of Zielona Góra, Poland

• https://orcid.org/0000-0003-2786-4020

autor

Pietrow Leonard

• Gurman Sp. z o.o., Słubice, Poland

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