Consumers' perception about new wines - case of Muscat rosé of Pore (Istria, Croatia)

Abstract

Many researchers pointed out that the lack of marketing knowledge and of the knowledge of new technologies can be the reason for product failure. The aim of the research presented in this paper was to find out the consumers� preferences about wines made from autochthonous grape variety from Istria, Croatia, namely the Muscat rose of Porec(. The paper also gives a review of the background literature about wine quality and segmentation in the wine market and presents the results of a research carried out in Croatia. The study indicated that the sweet wine got the best grade and that consumers would like to buy this wine as a gift and/or for a special occasion; thus, this can be the best way to offer this wine to consumers. If winemakers would like to produce different types of wine from this variety, they should create different marketing strategies.

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