Price Aspects Of “Craft” Beer’s Competitiveness In Bulgaria

“Craft” beer is a special part of the “Wine production” class which attracts even more consumers in the last couple of years. The opportunity for an informed choice of a product or service that satisfies specific needs of consumers shifts the focus from the low price to th e product of high value for which it must be paid. The goal of this article is to empirically develop the determinants that influence the choice of “Craft” beer based on theoretically proven determinants of competitiveness of price. The scientific tasks can be summarized as: developing the determinants that form the value accepted and theoretical motivation of its relation with price flexibility; theoretical motivation of the relation between price flexibility and price competitiveness; empirical development of the key determinants of price competitiveness of the “Craft” beer in Bulgaria. In this paper there are used the methods of analysis and synthesis, surveys through questionnaires, statistical methods, market research and others.