Ценови аспекти на конкурентоспособността на „Крафт“ пивото в България
Price Aspects of Competitivenes of „Craft” Beer in Bulgaria

Summary/Abstract: „Craft“ brewing is a special part of the class "brewing" that attracts more users in recent years. The informed choice of product or service that meets certain needs of consumers, shifting the focus from low price to high value of products for which must be paid. The main purpose of this article is referring to the theoretically derived determinants of competitiveness of price, empirically derive those influencing choice of "Craft" beer. Scientific tasks can be summarized as: bring out the determinants forming perceived value and theoretically justify her relationship with price flexibility; theoretical showing of the relationship between pricing flexibility and competitive price; empirically derive the key determinants of competitiveness of the price of "Craft" beer in Bulgaria. The study used methods of analysis and synthesis, surveys, statistical methods, market research and etc.

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