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THEORETICAL AND EMPIRICAL ETYMOLOGY OF THE INFLUENCE OF THE PRICES OF THE ASSORTMENT ON THE BULGARIAN CONSUMER

Hristina Mihaleva, Svetla Atanasova

Abstract

The review of the economic literature shows the existence of many theoretical-empirical frameworks related to the origin and influence of the prices of the assortment composition on the consumer. This gives us reason to believe that their appearance can be traced back to ancient civilizations, when production was carried out in the family and the surplus was exchanged. In the framework of its development, as theory and practice, the price of the assortment composition goes through many evolutionary changes. In the context of the problems presented in this way, it can be emphasized that the main goal of the present work is related to the generalization of the theoretical views related to the concept of "price of the assortment composition" and, on the foundation thus built, to carry out an empirical study of the influence they have on the Bulgarian consumer. The main goal thus launched predetermines the need for the successive clarification of the following tasks: to carry out a theoretical review of the economic literature examining the concept of "price of the assortment composition"; to conduct a survey among 500 people; to process the received data; to assess the attitudes and track the opinions of the respondents regarding the discussed issues; to draw conclusions, conclusions and generalizations related to the current research interest. The foundation of the present theoretical-empirical study is based on the following hypotheses: the global changes that have appeared in recent years, such as: the COVID pandemic, the restructuring of supply channels, in many industries, the war in Ukraine, energy crises, new green ambitions, are growing in crises and unlock, including complement and complicate the inflationary situation that has emerged; food price inflation shows high levels in almost all low- and middle-income countries; the inflationary changes that have occurred have a negative impact on the Bulgarian consumer. The emergence of a number of questions related to the issues presented in this way provides an opportunity for the formation of a theoretical-empirical framework related to the opinion, impression and attitudes of the Bulgarian consumer towards the food products offered on the Bulgarian market. The pursuit of answers to the formulated questions gives rise to current research interest.

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