This survey is part of the project “Marketing Support of Food Products in Kosovo”, financed by the European Agency for Reconstruction (EAR). The main purpose of the project was to support the producers of food products in Kosovo with data for absorbing opportunities of wine market, according to the demographic and socioeconomic features of wine customers. As a basis of this research, 1214 respondents were interviewed in Kosovo during the period May- June 2007. Chi-Square test of variable analysis shows that 48.8 % of the total number purchase wine and out of this 4.1 % buy it everyday, 11.4 % twice a week, 27.4 % once a week and 57.1 % twice a month. The rest of the interviewed respondents 52.2 % (634) point out that they don’t purchase wine. The researching results show that number of men (55.4 %) who consume wine is higher than the number of women (37.4 %). One of the current difficulties that the wine sector in Kosovo is facing with is the lack of their profile according to the market demands.

Wine Market; customer behavior; variable analysis; Chi-Square test

Published by University of Zagreb, Faculty of Agriculture, Zagreb, CROATIA
Sponsored by Ministry Science and Education of the Republic of Croatia