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Consumer behaviour in Bulgaria around Christmas and factors that affect it

Author

Listed:
  • Denitsa Gavrilova

    (Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski)

Abstract

The article observes the behaviour of customers in Bulgaria when buying presents for Christmas. This is the period which has the biggest impact on sales. Companies use the information to evaluate their business and make a precise estimation of their position on the market. Also the data is of an essential help when creating profiles of consumers. Three are the main factors that influence in general the buying decision process in the past 2 years – emotional bonding, new technologies and innovations and the financial crisis. Christmas is the period when enough evidence could be gathered in confirmation of these factors. The article goes through every factor analyzing the level of deposits and money spent on presents, the level of on-line sales and the efforts of different companies to emotionally predispose the clients. At the end, facts are given about the behaviour of customers in Western Europe and the United State. The latter could be used when making assumptions for changes in the behaviour in Bulgaria in the next few years.

Suggested Citation

  • Denitsa Gavrilova, 2016. "Consumer behaviour in Bulgaria around Christmas and factors that affect it," Yearbook of the Faculty of Economics and Business Administration, Sofia University, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria, vol. 13(1), pages 69-80, September.
    • Handle: RePEc:sko:yrbook:v:13:y:2016:i:1:p:69-80
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    File URL: http://www.feb.uni-sofia.bg/sko/yrbook/Yearbook13-03.pdf
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