A Comparative Study Of Demand For Local And Foreign Wines In Bulgaria
AbstractWe 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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Bibliographic InfoArticle provided by Fundația Română pentru Inteligența Afacerii, Editorial Department in its journal Cross-Cultural Management Journal.
Volume (Year): (2013)
Issue (Month): 4 (November)
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Web page: http://bxb.ro/
Demand for wines; Semantic differential; Bulgarian wines;
Find related papers by JEL classification:
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade
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