Vol. 9 No. 1 (2020)
Original Research Article

Emerging Consumer Preference for Wine Attributes in a European Transition Country – the Case of Kosovo

Edvin Zhllima
Agricultural University of Tirana and CERGE EI, Albania
Drini Imami
Agricultural University of Tirana and CERGE EI, Albania
NJazi Bytyqi
University of Pristina, Kosovo
Maurizio Canavari
University of Bologna, Italy
Elvina Merkaj
Università Politecnica delle Marche, Italy
Catherine Chan
University of Hawai`i at Manoa, USA
Published May 13, 2020
  • consumer preferences,
  • wine,
  • Conjoint Choice Experiment,
  • latent class choice model,
  • Kosovo
How to Cite
Zhllima, E., Imami, D., Bytyqi, N., Canavari, M., Merkaj, E., & Chan, C. (2020). Emerging Consumer Preference for Wine Attributes in a European Transition Country – the Case of Kosovo. Wine Economics and Policy, 9(1), 63-72. https://doi.org/10.36253/web-8285


This study analyzes consumer preferences for wine in Prishtina, Kosovo – a transition country in the Balkans, which is making efforts to withstand to the competition pressure from the traditional neighboring wine producing countries. With the changes in life style and consumer behavior, and incomes rising rapidly since the last conflict, it is imperative to survey the changing demand for producers to compete in the domestic markets. Conjoint Choice Experiments were used to evaluate wine consumer preferences based on wine type (white vs. red), origin (domestic vs. imported), taste (sweet vs. dry) and price. Four distinct classes of consumers were identified. The top two important attributes in the choice of wine are the type and origin but preferences vary across groups – type of wine and origin appear far more important when compared to price, especially for the richest identified segment, whose consumers prefer more expensive wines.


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