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Wine Purchasing Drivers of Young Bulgarians - an Empirical Study

Author

Listed:
  • Petyo Boshnakov

    (Department of International Economic Relations, University of Economics, Varna, Bulgaria)

  • Irina Kancheva

    (Department of International Economic Relations, University of Economics, Varna, Bulgaria)

  • Georgi Marinov

    (Department of International Economic Relations, University of Economics, Varna, Bulgaria)

Abstract

In recent years there has been a generational shift, and wine consumption of Generation Z is emerging. In our study we aim to explore the main drivers of wine purchase decisions of young Bulgarians. We explored a sample of 176 Bulgarian residents, aged 19-25, living in Northeastern Bulgaria. The results of our study show that in their wine consumption young Bulgarians are not differentiated by variables like sex, place where they live and living in couples or single. Among the main sources of difference in the perceptions of young Bulgarians towards wine are their predisposition to buy expensive wines and the practice to mix wine drinking with the drinking of other alcoholic beverages.

Suggested Citation

  • Petyo Boshnakov & Irina Kancheva & Georgi Marinov, 2020. "Wine Purchasing Drivers of Young Bulgarians - an Empirical Study," Business & Management Compass, University of Economics Varna, issue 3, pages 238-340.
    • Handle: RePEc:vrn:journl:y:2020:i:3:p:238-340
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    References listed on IDEAS

    as
    1. Petyo BOSHNAKOV & Georgi MARINOV, 2013. "A Comparative Study Of Demand For Local And Foreign Wines In Bulgaria," CrossCultural Management Journal, Fundația Română pentru Inteligența Afacerii, Editorial Department, issue 2, pages 5-10, November.
    2. Svetla Boneva, 2014. "Effects of the Increase of Tobacco Products Excise on Public Health and Budget Revenues in EU," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 117-153.
    3. Stancu, Adrian, 2015. "An Analysis Of The Relation Between Wine Consumption And Cultural Models," Economics of Agriculture, Institute of Agricultural Economics, vol. 62(1), pages 1-21, March.
    4. Castellini, Alessandra & Mauracher, Christine & Procidano, Isabella & Sacchi, Giovanna, 2014. "Italian market of organic wine: a survey on production system characteristics and marketing strategies," 140th Seminar, December 13-15, 2013, Perugia, Italy 163348, European Association of Agricultural Economists.
    5. repec:cmj:journl:y:2013:i:29:boshnakov is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Bulgarian Generation Z; alcohol purchases; decision-making process; bottled wine purchases;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

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