KEY FACTORS INFLUENCING WINE PURCHASES AMONG YOUNG CONSUMERS FROM THE REPUBLIC OF NORTH MACEDONIA

Bojkovska, Katerina and Bojadziev, Teodor and Stojkovski, Viktorija and Mihajlovski, Goran (2024) KEY FACTORS INFLUENCING WINE PURCHASES AMONG YOUNG CONSUMERS FROM THE REPUBLIC OF NORTH MACEDONIA. Macedonian International Journal of Marketing, 19. pp. 35-48. ISSN ISSN 1857-9787

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Abstract

The Republic of North Macedonia, while recognized for its substantial wine production, faces a unique challenge with low domestic consumption rates among its population. Despite a production capacity utilized at only 50%, the country produces significantly more wine than it consumes, with annual per capita consumption ranging between 7-10 litters. This surplus has led to a large portion of Macedonian wine being exported underscoring the need for strategies to stimulate local demand.
This paper investigates the perceptions, preferences, and purchasing behaviours of young wine consumers in North Macedonia. Through a comprehensive survey, the study examines young people’s attitudes towards wine consumption, focusing on factors such as taste preferences, purchasing decisions, and social influences on consumption. The goal is to identify potential drivers that could encourage greater wine consumption within this demographic.
The insights gained from this research are intended to assist wine producers and marketers in refining their strategies to appeal to young consumers. By understanding the needs, preferences, and consumption habits of this group, the industry can adapt product offerings, marketing communications, and distribution approaches to better align with young consumers’ expectations. Ultimately, these efforts could enhance the competitive positioning of Macedonian wine in the domestic market and foster a more vibrant culture of wine appreciation among young people.
Key words: key factors, wine purchases, young consumers.

Item Type:	Article
Subjects:	Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions:	Faculty of Biotechnical Sciences
Depositing User:	Prof. d-r Viktorija Stojkovski
Date Deposited:	19 Nov 2025 23:01
Last Modified:	19 Nov 2025 23:01
URI:	https://eprints.uklo.edu.mk/id/eprint/11210

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