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Marketing study for assessment of romanian wine brands

Author

Listed:
  • Dan Boboc

    (Faculty of Agro-Food and Environmental Economics, Bucharest University of Economic Studies, Romania)

  • Georgiana-Raluca Ladaru

    (Faculty of Agro-Food and Environmental Economics, Bucharest University of Economic Studies, Romania)

Abstract

The paper is based on a research that aimed to make some assumptions regarding wine brand perceptions in Romania. The research method was survey made through questionnaires administered to a relevant number of respondents. In order to establish the main goals of this research, we considered aspects as: identification of frequency for purchasing and consuming wine, the preferred consumer’s places for serving or buying wine, the average quantity of wine that is usually bought, the level of price accepted by the consumer, the type of wine preferred by consumer in relation with wine color and taste, the preferred package, time spent for wine shopping, preferred producers, brands, grape variety, quality influence in choosing wine categories, identifying wine consumers profile. The analysis and interpretation of results revealed that decision factors in buying wine are the type of the wine, the price, followed by color, packaging and advertisement. Another objective of this study is to establish a method for assessing the brand value of a wine producer, based on the market research results

Suggested Citation

  • Dan Boboc & Georgiana-Raluca Ladaru, 2015. "Marketing study for assessment of romanian wine brands," International Conference on Competitiveness of Agro-food and Environmental Economy Proceedings, The Bucharest University of Economic Studies, vol. 4, pages 19-25.
    • Handle: RePEc:aes:icafee:v:4:y:2015:p:19-25
    as

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    References listed on IDEAS

    as
    1. Moisescu, Ovidiu Ioan, 2007. "A conceptual analysis of brand evaluation," MPRA Paper 32017, University Library of Munich, Germany, revised 2007.
    2. Gómez, Mar & Lopez, Carmen & Molina, Arturo, 2015. "A model of tourism destination brand equity: The case of wine tourism destinations in Spain," Tourism Management, Elsevier, vol. 51(C), pages 210-222.
    Full references (including those not matched with items on IDEAS)

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    Keywords

    wine; brand; market; Romania;
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