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- Title
ПАЗАРЪТ НА ВИНО В ЮГОЗАПАДНИЯ РАЙОН НА БЪЛГАРИЯ
- Authors
Димитров, Ивайло
- Abstract
Between 2016 and 2019 the overarching changes in the political, social, economic, and technological environment affect the wine market in Bulgaria leading to its growth and expansion. This trend is expected to continue, but at a relatively slower pace. The alcoholic beverage market in Bulgaria is primarily price driven influenced by the low income of the local population. On a national level, the decisive factor that most Bulgarians take into account when choosing wine is the price tag- its low price in particular. While it is true that the number of people looking for a good quality wine where the price is not a leading factor is increasing, this number of consumers is still small. This low-price trend determines the trade as well. Large superstores and supermarket chains are also following this trend – the demand there is largely dependent on the low price. Another reason is the high fees charged by these chains – the so called listing fees. Smaller and some large-scale wineries can hardly afford such high fees. Thus, superstores become a place for the mass-produced wine of major winemakers as well as importers and distributors who can supply enough quantity and meet the numerous conditions imposed by the superstores. The wine industry faces a rigorous competition. There is a large number of winemakers offering a wide selection of wines. Among the leading companies in the sector are Vinprom Peshtera, Sis Industries (Vinprom Karnobat), Katarzyna, Vinex Slavyantsi, Black Sea Gold, Domaine Menada, Domaine Boyar etc. Vinprom Karnobat is the leader on the wine market in Bulgaria in terms of production volume and sales, with Vinex Slavyantsi ranking second, Domaine Boyar – third, and Vila Yambol-fourth according to wine sales statistics in 2017. The aim of this research is to establish whether the bestselling wine packaging on a national level is in line with the bestselling packaging in the southwestern region. On a national level, it is the 0.75l packaging. The research also attempts to establish if there are any differences in consumer preferences in terms of packages other than the 0.75l one in the southwestern region compared to the national market. Then, a segmentation of retailers in Southwest Bulgaria is made according to their average monthly sales of alcoholic beverages and wine. The decisive elements in choosing wine and spirits are determined based on the retailers’ feedback in the southwestern region taking into account the views of the interested parties, such as winemakers and distributors. Least but not last, this paper attempts to establish the price range preferred by the consumers in the southwestern region and whether it is different from that in the big cities. Such factors are important not only on a national but on a regional level as well.
- Publication
Knowledge: International Journal, 2020, Vol 38, Issue 5, p1271
- ISSN
2545-4439
- Publication type
Article