VPLIV ETIKETE NA PROCES NAKUPNE ODLOČITVE KITAJSKIH ODJEMALK VINA, PRIMER: SLOVENSKA VINKA ETIKETA

The packaging is often a way of product communicating with its\u27 consumer. Nowadays there are tons of different styles and ways to label the product to attract new customers. For every market, there is a certain way of packaging and developing a brand of the products due to the difference of the culture, lifestyle and habits. Our work aimed to determine the preferences of Chinese female consumers on various styles of Slovenian wine labels. Slovenian wines are still a rare guest on the shelves of the Chinese market. Thus, this research work gives us an opportunity of finding the best way of entering the market with a product from an unknown wine-producing country for the public and establish the brand. Due to the lack of information in this particular section, we have conducted an online survey to collect more precise data. Therefore, within the questionnaire we have used 5 wine labels from different Slovenian wine cellars with completely diversified design and styles, to compare customer\u27s preferences. With the obtained online questionnaire it can be concluded that Chinese female consumers are most attracted to the whole package of the wine design from the wine\u27s glass bottle, to its\u27 shape as well as certain color preferences of the wine labels.Embalaža je pogosto način komunikacije izdelka s potrošnikom. Danes obstaja veliko različnih stilov in načinov označevanja izdelka, da bi pritegnili nove kupce. Za vsak trg obstaja določen način pakiranja in razvijanja blagovne znamke izdelkov zaradi razlike kulture, življenjskega sloga in navad. Namen našega dela je bil ugotoviti želje kitajskih potrošnic glede različnih stilov slovenskih vinskih etiket. Slovenska vina so še vedno redek gost na policah kitajskega trga. Zato nam to raziskovalno delo ponuja priložnost, da najdemo najboljši način za vstop na trg z izdelkom iz neznane države, ki prideluje vina in bolj uspešno vzpostavimo blagovno znamko. Zaradi pomanjkanja informacij v tem okviru smo izvedli spletno anketo. Zato smo v vprašalniku za primerjavo želja kupcev uporabili 5 vinskih etiket iz različnih slovenskih vinskih kleti s popolnoma raznolikim dizajnom in stilom. Iz pridobljenih rezultatov na podlagi spletnega vprašalnika lahko ugotovimo, da kitajske ženske potrošnice najbolj privlači celoten paket oblikovanja vina od steklenice za vino, njegove oblike in preference glede barve na etiketah