Bulgarian customers between the price and the brand

Abstract

This study is focused on the brand and price influence on the Bulgarian customers from Sofia and Dobrich based on different age and gender. Both of them (the price and the brand) are seen as a decision making factors in the process of purchasing a product. The dissertation does not aim at revealing the attitude of Bulgarians to certain brand or product or certain company’s pricing strategy but follows general trends involving those two factors in order to draw a general picture of the Bulgarian market and its’ specific requirements. The study has adopted mainly an inductive approach based on the fact that I could not find any previous surveys on the Bulgarian market, which reveal trends in the brand and the price influence on the gender and the age of the customers from different cities. However, the study will use and contrast findings from secondary sources where it is necessary and relative. Throughout the paper I have discovered and pointed the main trends which can be observed in the attitude of the genders as well as the age groups. The findings show that people from Dobrich are more brand loyal than those, living in Sofia. In addition, females over 50 from Dobrich are the most brand loyal group. However, the price factor appears to be more important for Bulgarian customers considering the fact that their purchasing power appears to decrease over the years. In the end of the study I provided suggestions for further research on the topic, mainly based on the main presumptions I made, analyzing the results from the primary research.