MARKETING RESEARCH ON WINE CONSUMERS PREFERENCES IN ROMANIA

The paper is based on a research that aimed to make some assumptions regarding wine consumer preferences 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 purchase and consume frequency of 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.