The Factors that Influence the Romanian Consumers' Decision of Buying Wine

Abstract

An increase in wine consumption in the Romanian market, in the context of the decline in world wine production, creates the premises for the development of the Romanian wine producers’ businesses. In this paper, the author aims at identifying the factors that can influence Romanian consumers’ decision to choose wines, on the basis of a qualitative research study carried out among seven vinicultural producers in Romania. The analysis of the results shows that, for HoReCa consumers, the way of making up the wine list is not only a way of not influencing purchasing decisions but also a way of educating consumers. As for retail customers, most of them choose a particular type of wine or a particular producer after having checked the information online.