Georgi Tihomirov Lichev
Study of the Behaviour of Bulgarian Costumers in the Purchase of Sugar and Chocolate Products
Summary:
The activation of the scientific interest in the field of consumer behaviour is dictated by the immediate practical necessity on the contemporary stage. This article focuses on studying the behaviour of Bulgarian consumers in relation to the product group "sugar and chocolate products". This is based on an empirical survey conducted on consumers in Bulgaria. The effort to gain insight into the depth of consumer motivation and to work to increase satisfaction is well-founded, coupled with the gaining of competitive advantages. The complex situation of the consumer market is a prerequisite for many controversies, difficulties, challenges to which commercial enterprises should take a responsible attitude.
