Съпоставка на търсенето на местно и вносно вино у нас
A Comparative Study of Demand for Local and Foreign Wines in Bulgaria

Author(s): Georgi Marinov, Petyo Boshnakov
Subject(s): Economy, National Economy, Micro-Economics, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Wine; Bulgaria; Consumer Preference; Semantic Differential
Summary/Abstract: We use a semantic differential based instrument to assess the main factors in demand attitudes of Bulgarian customers. We aim to find out whether specific marketing techniques could alter the demand for such a traditional product as the wine in Bulgaria. Given the fact that the Bulgarian customer only recently received the possibility to know them, we find that foreign wines are evaluated mainly with a prejudice of past knowledge, not linked to the actual product. We discover a rigidity in such prejudice and adhering to "standard" definitions of "prestige" and quality of wines. Most likely demanded in Bulgaria will continue to be mainly Bulgarian wines.

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