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Farmers' wine fair: a case study

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The goal of this research is to empirically test one of the direct selling models ‐ the farmers' fair. We examined how the fairs can influence general recognition and improve the image of wines produced on family farms in Croatia, and how they affect the sales and number of the buyers at the family farms. Two surveys were carried out, one with fair's visitors (n = 678) and the other with wine producers (n = 47). The research results confirmed usefulness of the organisation of the family farm wine fair on the Croatian market. The recognition of the family farm wine has increased and the image of these wines has improved on the local market. By participating at the wine fair the wine producers have enlarged the buyers tree and the wine sales at the farm.

Keywords: Consumer behaviour; Croatia; Farming; Image; Wine and spirits

Document Type: Research Article


Publication date: April 1, 2003


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