{"id":8206,"date":"2020-01-14T21:41:31","date_gmt":"2020-01-14T18:41:31","guid":{"rendered":"http:\/\/vine-nn.ru\/vino-a-paradox-vyberu\/"},"modified":"2020-01-14T21:41:31","modified_gmt":"2020-01-14T18:41:31","slug":"vino-a-paradox-vyberu","status":"publish","type":"post","link":"https:\/\/vine-nn.ru\/sk\/vino-a-paradox-vyberu\/","title":{"rendered":"V\u00edno a „paradox v\u00fdberu“"},"content":{"rendered":"

<\/p>\n

\nStovky v\u00edna, stovky \u0161t\u00edtky \u2013 ako si vybra\u0165? Mo\u017eno, \u017ee svet nie je potrebn\u00e9?\n<\/p>\n

\nPozn\u00e1te ten pocit, ke\u010f v supermarkete, pr\u00edstup pol\u00edc s cere\u00e1li\u00ed na Ra\u0148ajky a zahrnut\u00e9 v strnulos\u0165 z pol tucta bal\u00ed\u010dkov, z ktor\u00fdch ka\u017ed\u00fd s\u013eubuje „ide\u00e1lny za\u010diatok d\u0148a“? Alebo tucet \u0161amp\u00f3ny, trv\u00e1 na tom, \u017ee ka\u017ed\u00fd jedine\u010dn\u00fd vzorec pre starostlivos\u0165 o va\u0161e bezn\u00e1dejn\u00fd folikuly?\n<\/p>\n

\nTo je v\u0161etko.\n<\/p>\n

\nBohatstvo v\u00fdber, ktor\u00fdm \u010del\u00edme, m\u00f4\u017ee by\u0165 sk\u013eu\u010duj\u00faca. T\u00e1to ot\u00e1zka sa stala predmetom v\u00fdskumu, ktor\u00fd sp\u00f4sobil ve\u013ea diskusie knihy psychol\u00f3g Barry Schwartz (Barry Schwartz) „Paradox v\u00fdberu: pre\u010do je menej viac?“ vydala v roku 2004. Autor tvrd\u00ed, \u017ee v\u00fdber d\u00e1va slobodu, ale len do ur\u010ditej hranice.\n<\/p>\n

\n „S n\u00e1rastom po\u010dtu pr\u00edpadov rastie, negat\u00edvny efekt \u2013 a\u017e do okamihu, ke\u010f m\u00e1me pre\u0165a\u017eenia, v\u00e4\u010d\u0161\u00ed v\u00fdber, d\u00e1va n\u00e1m slobodu, a \u00fanavn\u00e9 a vedie k z\u00e1mene. Niekedy m\u00f4\u017eete dokonca hovori\u0165 o tyranii v\u00fdberu“\n <\/p>\n

\nDobre, Sam Schwartz berie na vedomie, \u017ee tyrania z reg\u00e1lov v supermarkete je mo\u017eno u\u017e pr\u00edli\u0161 ve\u013ea. A pritom, ako ukazuj\u00fa \u0161t\u00fadie z spr\u00e1vanie kupuj\u00facich jam, \u013eudia s\u00fa viac pravdepodobn\u00e9, \u017ee na uskuto\u010dnenie n\u00e1kupu v u\u017e\u0161\u00ed v\u00fdber. N\u00e1sledn\u00e9 \u0161t\u00fadie potvrdzuj\u00fa te\u00f3riu „menej je viac“, ukazuje, \u017ee pr\u00edli\u0161 ve\u013ea mo\u017enost\u00ed m\u00f4\u017ee by\u0165 ohromuj\u00faci.\n<\/p>\n

\nPort\u00e1l V\u00edno Vyhladavac obsahuje inform\u00e1cie o viac ako 6.8 mili\u00f3nov r\u00f4znych v\u00edn. Ak sa pok\u00fasite jedno v\u00edna denne, potom toto \u010d\u00edslo bude \u00eds\u0165 18617 rokov, ale nie s\u00fa dos\u0165, preto\u017ee ka\u017ed\u00fd rok nov\u00fd ro\u010dn\u00edk.\n<\/p>\n

\nMali ste predstavu, \u017ee svet nie je potrebn\u00e9 toto mno\u017estvo v\u00edna? Aj tie tvrdohlav\u00fd v\u00edno maniak ocele pe\u010dene nebude m\u00f4c\u0165 prem\u00f4c\u0165. Tak\u00e1to rozmanitos\u0165 je pr\u00edjemn\u00e1 na v\u00edno nad\u0161ence, ale nie v\u0161etci, ktor\u00ed pij\u00fa v\u00edno, zdie\u013ea\u0165 ich fanatizmu. Pre mnoh\u00fdch spotrebite\u013eov, v\u00edno nie je viac ako prostriedkom na relax\u00e1ciu po n\u00e1ro\u010dnom dni, ke\u010f s\u00fa deti da\u0165 do postele.\n<\/p>\n

\nOkrem toho na v\u00fdber z ve\u013ek\u00e9ho po\u010dtu v\u00edn spotrebite\u013eom je \u010fal\u0161\u00ed logick\u00e1: n\u00e1lepka, z ktor\u00fdch mnoh\u00e9 obsahuj\u00fa zahrani\u010dn\u00fdch \u0161t\u00edtky, pochopi\u0165, \u017ee to nie je jednoduch\u00e9, ak ste nikdy \u0161iel do v\u00edna \u0161koly. Napr\u00edklad, ako priemern\u00fd ob\u010dan bude m\u00f4c\u0165 mysl\u00edm, \u017ee Pouilly-Fuisse (Pouilly-Fuisse) je \u0161t\u00fdl Chardonnay z Burgundska a Pouilly-\u00dalet (Pouilly-fum\u00e9) je Sauvignon z Loire? A \u010do to vlastne chuti\u0165?\n<\/p>\n

\nDobre, \u00c1no, to je ve\u013ek\u00fd d\u00f4vod \u00eds\u0165 do \u0161koly. Ale pre drviv\u00fa v\u00e4\u010d\u0161inu spotrebite\u013eov v\u00edna kurzy \u2013 nie je v top priority. Ako vypl\u00fdva z prieskumov, ktor\u00e9 uskuto\u010dnila spolo\u010dnos\u0165 V\u00edno Inteligencie, v\u00e4\u010d\u0161ina vybran\u00fdch dobr\u00e9 v\u00edno sa opiera o radu priate\u013eov, propag\u00e1ciu, dobre-zn\u00e1mej zna\u010dky, alebo len moje ob\u013e\u00faben\u00e9 hrozna.\n <\/p>\n

\nAle paradox in\u00fdm sp\u00f4sobom: aj n\u00e1kup rovnak\u00e9 v\u00edno, \u013eudia maj\u00fa tendenciu riadi\u0165 sa nimi tam, kde je v\u00e4\u010d\u0161\u00ed v\u00fdber… nie si.\n<\/p>\n

\nOdpor\u00fa\u010dania konzultantov v oblasti predaja tie\u017e hraj\u00fa \u00falohu. \u0160t\u00fadia vykonan\u00e1 v roku 2014 pre spolo\u010dnos\u0165 Technomic, vyplynulo, \u017ee odpor\u00fa\u010dania predaj person\u00e1l ma\u0165 vplyv na rozhodnutie viac ako tretina z\u00e1kazn\u00edkov. Napriek tomu, \u017ee v mnoh\u00fdch obchodoch zamestnancov a pozdravuje pr\u00e1ce, \u0161t\u00fadie znovu a znovu dok\u00e1za\u0165 v\u00fdznam kvalifikovanej starostlivosti person\u00e1lu v \u00faspech v\u00edna, maloobchod.\n<\/p>\n

\nAv\u0161ak, v USA 4 z 10 f\u013ea\u0161e sa pred\u00e1vaj\u00fa v supermarketoch (v UK 8 z 10) a tam, na rozdiel od v\u00edna butiky, na t\u00e9mu rozvoj zamestnancov zriedka ob\u0165a\u017eova\u0165 (aj ke\u010f niektor\u00e9 supermarkety za\u010dali objavova\u0165 elektronick\u00fd vyh\u013ead\u00e1vac\u00ed syst\u00e9m, odpor\u00fa\u010dania). Tak\u017ee nie je \u017eiadnym prekvapen\u00edm, \u017ee ve\u013ea spotrebite\u013eov rob\u00ed rozhodnutia zalo\u017een\u00e9 na akci\u00e1ch, odr\u00f4d zn\u00e1me a kr\u00e1sne menovky.\n<\/p>\n

<\/p>\n

\nPriznajme si to: oby\u010dajn\u00fd spotrebite\u013e nem\u00e1 jednoduch\u00e9 a jasn\u00e9 krit\u00e9ri\u00e1 pre porovnanie \u0161irok\u00e1 \u0161k\u00e1la s\u00fa tak podobn\u00e9 navz\u00e1jom flia\u0161. Mo\u017eno u\u013eah\u010di\u0165 v\u00fdber, zn\u00ed\u017eenie po\u010dtu, ktor\u00e9 je potrebn\u00e9 porovna\u0165?\n<\/p>\n

\nNavy\u0161e, nie len supermarketoch by mohli zmen\u0161i\u0165 rozsah tak, aby nedo\u0161lo k pre\u0165a\u017eeniu mozgu kupuj\u00faceho. Vin\u00e1ri by sa tie\u017e pok\u00fasi\u0165 sa ovl\u00e1da\u0165 s\u00e1m seba. Opuch rozsah niekedy presahuje v\u0161etky primeran\u00e9 obmedzenia. Podmienku Sine Qua Non pre zmenu n\u00e1zvu a vzh\u013ead svojich v\u00edn ka\u017ed\u00fd rok \u2013 to je ur\u010dite extr\u00e9mnom pr\u00edpade jeho vyv\u00e1dzanie s\u00fa aspo\u0148 hrad\u00ed bohat\u00fd priaznivcov tejto zna\u010dky, ale bez toho, ko\u013ako oby\u010dajn\u00fdch v\u00fdrobcov nem\u00f4\u017ee zastavi\u0165: a zlatom telemachy, a mise, „\u010d\u00edslovanie“ a „limited edition“ \u2013 v vosk, v dreven\u00fdch krab\u00edc s bal\u00edkov sena a knihu…\n<\/p>\n

\nSvet nie je potrebn\u00e9 to\u013eko v\u00edna. Svetovej produkcie v\u00edna je u\u017e ove\u013ea pred spotrebu. A hoci Eur\u00f3pska \u00dania prij\u00edma opatrenia na obmedzenie v\u00edno riek s pomocou reforiem v sektore, a 2012 \u00faroda bola mal\u00e1, v\u00edno st\u00e1le vyr\u00e1ba viac ako s\u00fa spotrebovan\u00e9.\n<\/p>\n

\nNie som navrhn\u00fa\u0165, aby mas\u00edvne bl\u00edzkosti vin\u00e1rstvo. Da\u0165 limit 5 v\u00edna pre nich nepon\u00faka pr\u00edli\u0161 (hoci o tom prem\u00fd\u0161\u013ea\u0165, mo\u017eno n\u00e1pad to nie je tak zl\u00e9), ale pojem „menej je viac“ ur\u010dite nie je d\u00f4vod. Rozmanitos\u0165 a h\u013abku trhu s v\u00ednom m\u00f4\u017ee a rados\u0165, a vystra\u0161i\u0165 \u2013 z\u00e1vis\u00ed od vz\u0165ahu. Ale t\u00ed z n\u00e1s, ktor\u00ed s\u00fa zapojen\u00ed v sektore v\u00edna, je zabezpe\u010di\u0165, \u017ee priemern\u00fd spotrebite\u013e nemal schov\u00e1va\u0165 za vlasy, ke\u010f v\u00fdber v\u00edna.<\/p>\n","protected":false},"excerpt":{"rendered":"

Stovky v\u00edna, stovky \u0161t\u00edtky \u2013 ako si vybra\u0165? Mo\u017eno, \u017ee svet nie je potrebn\u00e9? Pozn\u00e1te ten pocit, ke\u010f v supermarkete, pr\u00edstup pol\u00edc s…<\/p>\n","protected":false},"author":1,"featured_media":1268,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[45],"tags":[],"class_list":["post-8206","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-suvisiace-informacie"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/posts\/8206","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/comments?post=8206"}],"version-history":[{"count":0,"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/posts\/8206\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/media\/1268"}],"wp:attachment":[{"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/media?parent=8206"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/categories?post=8206"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vine-nn.ru\/sk\/wp-json\/wp\/v2\/tags?post=8206"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}