Behaviour of Millenial wine consumers in southern Serbia

University of Niš, Faculty of Natural Sciences and Mathematics, Višegradska 33, 18000 Niš, Serbia

Abstract

Consumer behaviour when purchasing wine is the result of a complementary operation of the large number of different factors, which may include economic, geographic, social, psychological, and other. Discovering consumer preferences for wine and their buying behavior would allow the application of an appropriate marketing strategy to increase the sales of wine. Special attention was given to one of the most promising new demographic segments that likes to buy – Millennial generation. The main purpose of this research is to find out if the wine attributes of the Millennials are different from other generations in southern Serbia. Results of this research are shown that when choosing wine, the quality of wine has the biggest impact on consumers, rather than others wine attributes. The paper also asserts that, the wine industry should particularly focus on marketing to Millennial age group, as this segment has a high willingness to experiment.