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Nakupno vedenje potrošnikov vina v povezavi z étnocentrizmom : doktorska disertacija = Purchase behavior of wine consumers in connection with ethnocentrism : ph. d. thesisPetek, VitaVinogradništvo je v Sloveniji pomemben del slovenskega gospodarstva, slovenske kulture in tradicije. Pridelek je vino, ki ga vinarji »donegujejo« v kleti, ustekleničijo, opremijo z vinsko etiketo in ... prodajajo na različnih lokacijah. V doktorski disertaciji smo z raziskavo prišli do rezultatov, ki kažejo dva vidika, kupca in vinarja, ko govorimo o vinski steklenici in njeni etiketi. Skozi intervjuje z vinarji smo ugotovili njihov pogled in ozadje postopka izdelave vinske etikete in skozi anketni vprašalnik vidik kupcev in njihove vzorce vedenja, ko pride do nakupa vina. Vse to smo analizirali skozi prizmo étnocentrizma, ki kaže, kako zavedni in »ponosni« so na svoje domače pridelke in izdelke. Na koncu smo z metodo analize vsebine analizirali vinske karte najboljših restavracij v Sloveniji. Rezultati analize kažejo, da je étnocentrizem pozitivno povezan s pomembnostjo geografskih identifikatorjev pri nakupu vina ter, da motiv zabave ni povezan s pomembnostjo geografskih identifikatorjev. Zunanjo podobo vinske steklenice sestavljajo oblika steklenice, barva steklenice, oblike in barve na etiketi ter zamašek. Ugotovili smo, da večina vinarjev zamašek, barve vinske etikete in stil steklenice izbere glede tipa vina, ki je v steklenici. Zavedajo se, da mora biti vinska etiketa takšna, da pritegne pozornost potrošnika, med najpomembnejšimi elementi pa so izpostavili blagovno znamko, vinorodni okoliš in sorto vina. Na koncu je bilo ugotovljeno še, da so vinske karte najboljših slovenskih restavracij dokaj étnocentrične, med njimi pa je daleč najbolj zastopana vinorodna dežela Primorska in vinarji te dežele.Type of material - dissertation ; adult, seriousPublication and manufacture - Maribor : [V. Petek], 2022Language - slovenianCOBISS.SI-ID - 123329795
Link(s):
Digital Library of the University of Maribor – DLUM
Digitalna knjižnica Slovenije - dLib.siDostop z namenskih računalnikov v prostorih NUK
Author
Petek, Vita
Other authors
Rozman, Črtomir |
Potočnik Topler, Jasna |
Pažek, Karmen |
Pavlovič, Martin
Topics
vino |
vinska etiketa |
nakupno vedenje |
étnocentrizem |
znamčenje |
wine |
wine label |
buying behavior |
éthnocentrism |
branding
Library | Call number – location, accession no. ... | Copy status |
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Faculty of Agriculture and Life Sciences, Maribor | Čitalnica ds 663.2 PETEK, V. Nakupno IN: 12022170 |
available - reading room |
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
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DRS, in which the journal is indexed
Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Petek, Vita | 52252 |
Rozman, Črtomir | 19348 |
Potočnik Topler, Jasna | 37773 |
Pažek, Karmen | 22514 |
Pavlovič, Martin | 11171 |
Source: Personal bibliographies
and: SICRIS
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