The Characteristics of Wine-Marketing in the Wine-Growing Region of Szekszárd

Abstract

Natural endowments of Hungary are prefer white wine to red wine production, but there are red wine production in the wine-growing region of Szekszárd. In this paper the marketing researches concentrated on this region’s population and some well-known wine-growers, too. A community questionnaire research was performed in two important settlements of this region in August, 2003. Population’s consuming and buying habits were studied in order to know how much knowledge they have from the wine-growing regions of Hungary with special regard to the wine-growing region of Szekszárd. I got to know the 15 wine-growers’ opinion about wine-growing region of Szekszárd and their marketing by using questionnaires and depth interviews. To sum the questionnaire researches and the depth interviews’ results up it can be ascertained that more than 90 percent of people in adulthood drink wine on average 1-2 occasions a week. They drink on average 2.5 decilitres an occasion and mainly red wine. Two-thirds of respondents buy wine and they buy it from wine-growers or in supermarkets. The quality, the flavour, the type and the wine-growing region are decisive importance buying factors. It appears to the wine-makers that there is a growing consumer’s claim to the quality of wine, the wine-tasting and the sale’s level, too. People and wine-growers are in agreement that the quality and the packing of wine are good, but the uniform face of wine-growing regions, the union among the wine-growers and the advertising are awarded weak. According to the respondents the most important things are to guarantee the quality of goods, to increase national reputation of the wine-growing region, to increase the sale’s level and taking part in exhibitions and fairs. These are needed to the wine-growing region become well-known both at home and abroad, too. Wine-growers thing that wine-tourism is ought to improve and they would like if they have more chance to take part in more wine-competitions, exhibitions and fairs, too which are organized abroad. According to wine-growers wine-marketing is necessity, first of all in national level, but the private marketing of wine-makers is important, too.