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CURRENT EMPIRICAL RESEARCH ON THE TRADE PREFERENCES OF THE BULGARIAN CONSUMER

Hristina Mihaleva, Svetla Atanasova

Abstract

The main point of departure in the present scientific and practical study is the assumption that consumer preferences change under the pressure of a number of influencing factors with different strengths and in different directions. The research carried out in the analyzed direction shows that for centuries the products intended for exchange were developed and produced mainly to order and for precisely defined users. In this way, manufacturers have taken into account the individual preferences and wishes of their users and satisfied them as fully as possible. The Industrial Revolution significantly changed this fact by ushering in mass production. This, in turn, enables enterprises to succeed in satisfying the growing commercial preferences of consumers. In the foundation of the problems presented in this way, it can be emphasized that the main goal of the present study is connected with the comparative analysis of the author's views on the factors influencing consumer preferences and on the thus built pedestal to carry out an empirical study of the commercial preferences of the Bulgarian user. Thus, the main goal determined by the need for the lawful clarification of the following tasks: to realize an analysis of the author's views regarding the theoretical framework laid down in the present study; 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 relevance of the present empirical study is connected with the emergence of a number of questions of a scientific and practical orientation. Examining the theoretical framework requires answering the following questions: to what extent consumer preferences are related to quality, environmental sustainability, ethics and healthiness. Within the framework of the survey, the answers to the questions related to the preferences of the consumers towards: dairy and local products, fruits and vegetables are sought. The set limitations allow for further deepening and expansion of the research interest that has arisen.

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