Conference Paper

This paper analyzes the customer’s behavior towards wine design in three different countries: Macedonia, Germany and Japan, which are countries with different cultural specifics. This research question has already been analyzed in developed countries, thereby presenting a customer profile which has been influenced by today’s social, psychological and global factors. This triggered the inquiry into analyzing how wine packaging is perceived in Macedonia and to see if there are any similarities with EU customers, such as those from Germany and if there is a bigger difference with the customer from Japan. This research will provide advice on European customer integration and if it is appropriate to design the same branding and packaging for these two countries in Europe or for the branding of a European product on the global market. The basic research methods of this paper are developed according to theoretical studies from the marketing literature. The research method for this study is a quantitative online survey of a sample of 70 Macedonian consumers. The questionnaire is adopted from German and Japanese authors, providing a continuation of the study developed in 2012.