Sandra Pestar Bizjak, Hristo Hristov, Tatjana Košmerl and Ales Kuhar
The purpose of this paper is to identify which dimensions of perceived value of wine dominate in the perception of wine consumers from two distinctive wine producing regions and…
Abstract
Purpose
The purpose of this paper is to identify which dimensions of perceived value of wine dominate in the perception of wine consumers from two distinctive wine producing regions and to examine how their respective regional identity, consumer regiocentrism (CR) and perceived value of wine are inter-related in determining consumers’ preference of wine.
Design/methodology/approach
A sample of 221 wine consumers from two Slovenian wine regions with contrasting wine-related and social specificities responded to an online questionnaire. Besides the wine-related consumer behaviour variables, the questionnaire contained CR, regional identity and consumer perceived value measurements, based on adapted CETSCALE, regional identity and PERVAL scales. The scales were validated, and structural equation modelling was used to evaluate the relationships between the constructs.
Findings
Perceived value of wine was found to consist of three dimensions: emotional-social, quality-price and terroir, which differ from those previously observed among wine consumers from the USA. Regional identity was found to be a direct antecedent of CR, and CR directly affects all three dimensions of perceived value of wine; these findings were evident in the original model and in both studied wine regions.
Research limitations/implications
Future research should extend the model to include other possible antecedents of CR and study its effects on different consequences, especially purchasing intent. Future studies would benefit by adding more indicators into scales to measure CR and regional identity to improve the model fit.
Originality/value
This study contributes to a better understanding of perceived value of wine and extends the current knowledge of how social and psychological phenomena interact when evaluating wine. The results herein should enable marketers to develop more sophisticated positioning strategies and support their decision making for an appropriate market approach.
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The purpose of this paper is to provide additional insight into how the level of subjective knowledge (SK) related to wine explains differences in the wine-consumption behaviour…
Abstract
Purpose
The purpose of this paper is to provide additional insight into how the level of subjective knowledge (SK) related to wine explains differences in the wine-consumption behaviour of young adults. Particular attention was given to information search strategies employed by young adult wine consumers.
Design/methodology/approach
A web-based survey was carried out on 287 young urban wine consumers who were recruited in specialised wine shops and at wine festivals. The key variables presenting the consumers’ wine searches were measured using the best-worst scaling method. Latent class cluster analysis (LCA) was used to segment the respondents into clusters based on their level of SK of wine.
Findings
The study identifies three consumer segments with corresponding levels of SK related to wine. The segments present considerable differences in the wine-consumption-related behaviours and information search strategies.
Research limitations/implications
Understanding young adults’ SK of wine will assist wine marketers in their efforts to establish marketing strategies for this generational cohort. In addition, research (preferably transnational) is recommended to validate the conclusions and to gain additional understanding of SK as an indicator of wine-related behaviours.
Originality/value
This study contributes to a better understanding of the wine-purchasing behaviours of young adults with particular focus on SK related to wine. The results obtained may be applied by winemakers in the development of marketing and promotion strategies geared towards the promising young adult consumer segment.
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The history of Bulgarian librarianship comprises a history of survival under change imposed by foreign rule. This chapter traces the historical development of Bulgarian libraries…
Abstract
The history of Bulgarian librarianship comprises a history of survival under change imposed by foreign rule. This chapter traces the historical development of Bulgarian libraries and LIS education through the lens of Bulgarian history. Part I presents an overview of Bulgarian history, focusing on four dramatic epochs. During Ottoman rule (1393–1878), Bulgarian libraries survived by hiding. The second epoch, European intervention, Russian, occurred under the Austro-Hungarian, and German rule (1878–1944). Bulgarian LIS survived by adopting European practices and the German academic model of library education. The third epoch, Soviet rule (1944–1989), saw a massive suppression of information, Bulgarian libraries survived by maintaining an undercurrent of dissent. The fourth epoch began in 1989 with the onset of democratic reforms. Bulgarian librarianship survived the financial crisis and anarchy of that epoch by adopting foreign practices and establishing partnerships with foreign library institutions. Part II describes agents of change acting within the Bulgarian LIS field during the radical change from Soviet to democratic rule. The change agents included the formation of a union, cooperation among Bulgarian libraries, and international cooperation with Western institutions.
Research for this chapter incorporated literature reviews, surveys of accredited Bulgarian LIS programs, interviews with Bulgarian and American LIS professionals, and bibliometric analysis of Bulgarian publications.