Database vine segmentation Serbia

The purpose of this paper is to identify specific market segments of wine consumers in Serbia, based on demographic, psychographic and behavioural characteristics and their preferences towards wines produced by innovative aging technologies. The data were collected using an online survey, whereby the participants were recruited through personal and professional social networks. A total of 269 responses were obtained. The obtained results may be applied by domestic winemakers in order to improve promotion activities, and increase wine consumption in producing countries.