Attitudes and behaviors of Croation consumers towards wine purchasing

This paper focuses on the importance of consumers’ habits, preferences and needs in the Croatian wine market to have a better understanding of consumer purchase and consumption behavior. Survey was conducted on Croatian consumers to identify purchasing variables and explain consumer attitudes and behaviors. Along with the online survey, results were also provided using additional journals and research examples. Both measures offered a better understanding of the issues mentioned. Additionally, both may be used in order to implement effective marketing strategies. The results are essential for the preservation of Croatian wine and purchase growth, but also consumption. Moreover, they offer foundations on which to improve Croatian wine offering.