Marketing study for assessment of romanian wine brands

Dan Boboc () and Georgiana-Raluca Ladaru ()
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Dan Boboc: Faculty of Agro-Food and Environmental Economics, Bucharest University of Economic Studies, Romania
Georgiana-Raluca Ladaru: Faculty of Agro-Food and Environmental Economics, Bucharest University of Economic Studies, Romania

International Conference on Competitiveness of Agro-food and Environmental Economy Proceedings, 2015, vol. 4, 19-25

Abstract: The paper is based on a research that aimed to make some assumptions regarding wine brand perceptions in Romania. The research method was survey made through questionnaires administered to a relevant number of respondents. In order to establish the main goals of this research, we considered aspects as: identification of frequency for purchasing and consuming wine, the preferred consumer’s places for serving or buying wine, the average quantity of wine that is usually bought, the level of price accepted by the consumer, the type of wine preferred by consumer in relation with wine color and taste, the preferred package, time spent for wine shopping, preferred producers, brands, grape variety, quality influence in choosing wine categories, identifying wine consumers profile. The analysis and interpretation of results revealed that decision factors in buying wine are the type of the wine, the price, followed by color, packaging and advertisement. Another objective of this study is to establish a method for assessing the brand value of a wine producer, based on the market research results

Keywords: wine; brand; market; Romania (search for similar items in EconPapers)
Date: 2015
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