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A wine market and marketing analysis of Wine Specialities from the Tokaj-Hegyalja Wine District

2009; Research Institute of Agricultural Economics; Volume: 109; Issue: 109 Linguagem: Inglês

10.22004/ag.econ.49195

2063-0476

Zoltán Szakál,

Wine Industry and Tourism

Tokaj Wine Specialities have few competitors and enjoy a rare niche among natural dessert wines since traditions surrounding their preparation, their specific microclimate, and unique taste enable one to utilise marketing tools for branding and market placement. To elaborate the marketing strategy, one needs market information that adequately shows the current situation and trends. During my research, I carried out segmentation for Tokaj Wine Specialities consumers and illustrated the correlations with statistical methods. My research covered the North-Alfold Region and Budapest. I performed a reliability test on the research databases and demonstrated that the areal data set can be integrated. My hypotheses findings also constitute new research.