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Agriculturae Conspectus Scientificus (ACS), Vol.74 No.4 December 2009.

Original scientific paper

Analyses of Consumer Behavior and Wine Market in Kosovo

Muje Gjonbalaj ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK
Iliriana Miftara ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK; Noragric, Norwegian University of Life Sciences (UMB); P.O. Box 5003, N-1432 As, Norway
Mustaf Pllana ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK
Shukri Fetahu ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK
Hysen Bytyqi ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK
Halim Gjergjizi ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK
Bedri Dragusha ; Agroeconomy Department, Agriculture Faculty of Prishtina, The University of Prishtina; Boulevard Bill Clinton nn, 10000 Prishtina-Kosovo-UNMIK

Fulltext: pdf (129 KB), English, Pages 333 - 338 , downloads: 95 *

Abstracts
This survey is part of the project “Marketing Support of Food Products in Kosovo”, financed by the European Agency for Reconstruction (EAR). The main purpose of the project was to support the producers of food products in Kosovo with data for absorbing opportunities of wine market, according to the demographic and socioeconomic features of wine customers. As a basis of this research, 1214 respondents were interviewed in Kosovo during the period May- June 2007. Chi-Square test of variable analysis shows that 48.8 % of the total number purchase wine and out of this 4.1 % buy it everyday, 11.4 % twice a week, 27.4 % once a week and 57.1 % twice a month. The rest of the interviewed respondents 52.2 % (634) point out that they don’t purchase wine. The researching results show that number of men (55.4 %) who consume wine is higher than the number of women (37.4 %). One of the current difficulties that the wine sector in Kosovo is facing with is the lack of their profile according to the market demands.

Keywords
Wine Market; customer behavior; variable analysis; Chi-Square test

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