Open AccessA Comparative Study of Tastes and Preferences for Local and Foreign Wines in Bulgaria
Author(s) -
Petyo Boshnakov
Publication year - 2014
Publication title -
international journal of management science and business administration
Language(s) - English
Resource type - Journals
eISSN - 1849-5419
pISSN - 1849-5664
DOI - 10.18775/ijmsba.1849-5664-5419.2014.211.1004
Subject(s) - wine , bulgarian , product (mathematics) , business , taste , marketing , consumption (sociology) , economics , advertising , psychology , food science , sociology , social science , philosophy , linguistics , chemistry , geometry , mathematics , neuroscience
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.