Prikaz perceptivne mape lokalnih brendova vina
Presentation of the Perceptual Map of Local Wine Brands
Apstrakt
U ovom radu je dat prikaz perceptivne mape lokalnih brendova vina na području grada Trebinja, formirane od ciljnih grupa koje pripadaju tzv. generaciji X i Y. Cilj rada je bio istražiti percepciju lokalnih brendova vina među generacijama X i Y, fokusirajući se na osnovu dva semantička diferencijala, koja su nastala od četiri sinonimna pridjeva koji opisuju brendove vinarija: ‚premium – klasično‘, ‚premium – moderno‘ i ‚casual – klasično‘, ‚casual – moderno‘, te identifikovati eventualne razlike u doživljaju i percepciji ovih brendova između ovih ciljnih grupa. U radu se ukazuje na značajan raspon unutar svake generacije kad je riječ o konzumaciji vina s aspekta individualnih razlika, životnog iskustva i konteksta. Rad se oslanja na koncept pozicioniranja brenda (Sushkova, Shushkin & Korenkova, 2022), konceptu vinskog marketinga (Hall & Mitchell 2008), i teoriji segmentacije tržišta prema generacijama (Chaney, Touzani & Slimane, 2017). Kao osnovna ideja ovoga rada analizirana je praksa pozicioniranja lokalnih brendova vina. Istraživanje je sprovedeno primjenom tehnike perceptivnog mapiranja. Rezultati istraživanja ukazuju da su lokalni vinski brendovi koji su uspješno proširili svoje brendove na druga tržišta izvan lokalnog područja ocijenjeni kao ‚premium-moderni‘, dok su manje vinarije ocijenjene kao ‚klasično – casual‘. Takođe, evidentne su razlike između generacija X i Y u vezi s konzumacijom vina. Generacija X čini veći dio poznavaoca vina, dok generacija Y više naginje prema novim i eksperimentalnim oblicima konzumacije vina.
Abstract
This paper provides an overview of the perceptual map of local wine brands in the city of Trebinje, formed from target groups belonging to the so-called Generation X and Generation Y. The aim of the study was to explore the perception of local wine brands among generations X and Y, focusing on the basis of two semantic differentials derived from four synonymous adjectives describing winery brands: ‚premium – classic,‘ ‚premium – modern,‘ ‚casual – classic,‘ and ‚casual – modern.‘ The paper highlights a significant range within each generation when it comes to wine consumption in terms of individual differences, life experiences, and context. The study draws upon the concept of brand positioning (Sushkova, Shushkin & Korenkova, 2022), wine marketing concepts (Hall & Mitch-ell, 2008), and generational market segmentation theory (Chaney, Touzani & Slimane, 2017). The fundamental idea of this paper revolves around the analysis of local wine brand positioning practices. The research was conducted using the technique of perceptual mapping. The research results indicate that local wine brands that have successfully expanded their brands to markets outside the local area are perceived as ‚premium-modern‘, while smaller wineries are perceived as ‚classic-casual‘. Furthermore, differences in wine consumption were evident between generations X and Y. Generation X constitutes a larger portion of wine connoisseurs, while generation Y leans more towards new and experimental forms of wine consumption.
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