A Comparative Study of Tastes and Preferences for Local and Foreign Wines in Bulgaria

Petyo Boshnakov
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Petyo Boshnakov: Department of International Economic Relations, University of Economics, Varna, Bulgaria

International Journal of Management Science and Business Administration, 2016, vol. 2, issue 11, 33-39

Abstract: On the base of semantic differential instrument we assess the main factors in wine demand attitudes of Bulgarian customers. We aim to find out whether specific marketing techniques could alter the demand for such a traditional product as wine in Bulgaria. Given the fact that Bulgarian customers only recently received the possibility to taste imported wines, we find that foreign wines are evaluated mainly through the prejudice of past knowledge, not linked to the actual product. Most likely the demand for wine in Bulgaria will continue to be focused on local products. Furthermore we examine how the region of origin determines tastes and preferences for consuming a specific type of wine and the price the consumer is ready to pay.

Keywords: Demand for wine; Bulgarian wine; Regional varieties of wine (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:2:y:2016:i:11:p:33-39

DOI: 10.18775/ijmsba.1849-5664-5419.2014.211.1004

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