CONSUMPTION PREFERENCES OF THE REPUBLIC OF MOLDOVA POPULATION REGARDING WINES AND ALCOHOLIC BEVERAGES

Abstract

The wine market is a mature market strongly affected by favorable or unfavorable developments in the eating habits and purchasing behavior of consumers. In order to establish promotion policies and priority marketing strategies, it would be to establish the profile of the consumer from the target group for which the assortment of wine placed on the consumer market is intended. The study objectives focused on the main preference characteristics of wines and alcoholic beverages consumption, the notoriety of the wines produced by local winemakers and those imported among national consumers. As a result of the marketing study, the following were established: the consumer profile of the target group, the amount of consumption, the assortment/brands preferred by consumers, the frequency of consumption and the role of advertising/promotion of wines and alcoholic beverages in the purchase decision of the national consumer.