PRICE STRATEGIES IN ROMANIA’S WINE MARKET

Abstract

Romanian wine producers/sellers face today – as in any other European (market) economy – challenges specific to such merchandise as alcoholic beverages, of which wines are a part, which, unlike (almost) any other type of product, can destroy consumers and therefore alter the very fabric of consumption process and mechanisms. These consumption limitations take their toll on any wine producer (or seller)’s capacity of profit maximising and can only add to the effects of a powerful foreign competition – which, in Romania, is more than ‘able’ to monopolise selling of most expensive wines –, and of the very reality Romania is (in relative terms) so poor a country that average level of consumers’ revenues simply cannot ‘insure’ – not for all, that is – profit maximising concept turning into reality. For all these reasons, a price strategy in the Romanian wine market is both indispensable and challenging.