Nikolay V. Logodashki


Continuous research of consumer product choice is the basis for improving the characteristics of the offered product. This in turn leads to the creation of consumer satisfaction with the product, and it helps to increase the competitiveness of the products offered. The main goal of the present study is to investigate the consumer behavior and attitudes of Bulgarian consumers for wine consumption, as well as the impact of the COVID-19 pandemic on them. The main expected results are established attitudes towards wine consumption by Bulgarian consumers, which wine producers can use in making decisions related to competitiveness. The main research methods used in the study are content analysis, method of comparison, intuitive and systematic approach, method of analysis and synthesis, survey.



consumer behavior, consumer attitude, wine, wine producers


JEL Codes: L66



Filipova M. (2004) Improvement of Competitive Power of the Brewery Company, Sofia

Filipova, M. (2005) Managing of the Competitiveness in Brewery industry, In 10-th National Symposium Quality, Competitiveness, Sustainable Development”, UNWE Press, Sofia

Goranova, P. (2002) Theory of consumer behavior, Svishtov

Hawkins, D., R. Best, K. Coney (1992) Consumer Behavior, IRWIN, INS 1992

Kalaydzhieva, V. (2019) Model for Exploring the Influence of Innovations on the Competitiveness of Enterprises, Enhancing Competitiveness of National Economies and Enterprises, Nis

Kalaydzhieva, V. (2020) Innovation, Competitiveness and Internationalization of the Business in Bulgaria, Management - Tourism - Culture, Ignatianum University Press, Krakow

Karakasheva, L., L. Mencheva et al (1997) Marketing, S., 1997

Kotler, Ph. (1993) Fundamentals of Marketing, Volume I, S., 1993

Uzunova, Yu., D. Doganov (1992) et al., Marketing for all, Sofia, 1992

Zlateva, D., Atanasova, A., Kalaidjieva, V. (2016) Entrepreneurship, innovation and online marketing as factors to increase the companies’ competitiveness, Sixth International scientific conference: The possible, the real and the virtual in the modern world: proceedings, 2016 ISBN 978-608-4574-750 http://www.eurm.edu.mk/novosti/sestakonf/zborniktrudovi16elek.pdf)8

Zlateva, D., Georgieva, Kr. (2015) Strategies For Successful Online Product Positioning. Building Trust In Online Discourse, Macedonian International Journal of Marketing, ISSN 1857-9787, http://bit.ly/349YL6X


Full text: PDF (English)

To cite this article: LOGODASHKI, N. V., (2020). Survey of the attitudes of Bulgarian consumers to wine consumption. Entrepreneurship, 8 (2), 104-118, DOI: 10.37708/ep.swu.v8i2.10