Wine Purchasing Drivers of Young Bulgarians - an Empirical Study

Petyo Boshnakov (), Irina Kancheva () and Georgi Marinov ()
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Petyo Boshnakov: Department of International Economic Relations, University of Economics, Varna, Bulgaria
Irina Kancheva: Department of International Economic Relations, University of Economics, Varna, Bulgaria
Georgi Marinov: Department of International Economic Relations, University of Economics, Varna, Bulgaria

Business & Management Compass, 2020, issue 3, 238-340

Abstract: In recent years there has been a generational shift, and wine consumption of Generation Z is emerging. In our study we aim to explore the main drivers of wine purchase decisions of young Bulgarians. We explored a sample of 176 Bulgarian residents, aged 19-25, living in Northeastern Bulgaria. The results of our study show that in their wine consumption young Bulgarians are not differentiated by variables like sex, place where they live and living in couples or single. Among the main sources of difference in the perceptions of young Bulgarians towards wine are their predisposition to buy expensive wines and the practice to mix wine drinking with the drinking of other alcoholic beverages.

Keywords: Bulgarian Generation Z; alcohol purchases; decision-making process; bottled wine purchases (search for similar items in EconPapers)
JEL-codes: D12 Q13 Q17 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrn:journl:y:2020:i:3:p:238-340

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