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A Comparative Study Of Demand For Local And Foreign Wines In Bulgaria

Author

Listed:
  • Petyo BOSHNAKOV

    (Faculty of Management, University of Economics - Varna)

  • Georgi MARINOV

    (Faculty of Management, University of Economics - Varna)

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.

Suggested Citation

  • Petyo BOSHNAKOV & Georgi MARINOV, 2013. "A Comparative Study Of Demand For Local And Foreign Wines In Bulgaria," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 5-10, November.
  • Handle: RePEc:cmj:journl:y:2013:i:4:boshnakov
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    Cited by:

    1. Petyo Boshnakov, 2016. "A Comparative Study of Tastes and Preferences for Local and Foreign Wines in Bulgaria," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 2(11), pages 33-39, October.

    More about this item

    Keywords

    Demand for wines; Semantic differential; Bulgarian wines;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

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