Trends in the buying of meat products by Bulgarian consumers: making the choice between big chains and small businesses
Tzukev, Petre D.
Cardiff Metropolitan University
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The present empirical study focuses on the consumer behaviour, patterns and trends of Bulgarian consumers with regards to the purchase of meat products. In particular, the dissertation studies the factors influencing Bulgarian consumers „ decision-making process pertaining to meat products and how those factors influence their choice of location – big imported supermarket chains or small local Bulgarian meat businesses. Another objective of study was to ascertain which type of meat was most sought by Bulgarian consumers and how those trends connect to decision-making factors such as price, quality, origin, etc. The purpose of the research was to arrive at a realistic reflection of meat consumption in Bulgaria and how those trends translate into implications for the meat businesses themselves. Reviewing relevant consumer behaviour literature like the concent of need and the decision-making process contributed to fitting the trends that stood out during the analysis into the context of meat consumption by Bulgarians. Based on the review survey information it was discovered that Bulgarian consumers are very much concerned about the quality of the meat above anything else. This was to found to stem mainly from an apparent need by consumers to feel safe about their health when buying meat for consumption. The origin of the meat also stood out as a central factor and was discovered to have a link with the choice of store by Bulgarian meat consumers.
Masters in Business Administration
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