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Wine market is a mature market, strongly influenced by favorable or unfavorable developments, determined by dietary patterns and consumers' buying behavior. Market behavior seems to be determined by the slogan "drink less, but drink better". (Chiran A. et al., 2004). Wine market comprises several segments. The most important segment is represented by stabilized wines, which can be divided into several groups: average to mediocre quality wines and top-quality wines with strict specifications and regulations. Wine market, in general, but, in particular, the European market, is characterized by structural surpluses. The wine distribution system shows the same pattern everywhere in the world, being highly fragmented, with a large number of retailers, finding a shift in the distributed quantities through wholesale channels (hotels, restaurants) to retail distribution channels for the domestic consumer (supermarket chains), which allows improving product competitiveness by price and favors modern consumption patterns and purchasing behavior. Another feature of the wine market is the significant share that cooperative societies hold, which uses European markets and, also, the North American ones, as product providers and as an end market for alcoholic products. Table wine consumption continues a traditionalist trend, represented by rural life, while quality wine market developments expresses rupture from the traditionalist tendencies (Liliana Rotaru et al., 2011). In the wine marketing policy, the growing consumers' health concerns play a vital role. With alcohol fighting organizations' movements, a new ideology that aims towards eating healthy foods, which include wines, has been developed. [ABSTRACT FROM AUTHOR]

Research indicates that there is no such thing as a well defined market for wine, as there are no typical wine consumers. Wine market consists of several segments that are influenced by demographics, psychographics and the context in which it is consumed. Given the complex nature of the product itself, but also of the market, wine is one of the consumer products that are most difficult to address from a marketing perspective. Understanding how consumers choose a brand of wine continues to be a complex problem. Wine is a product that generates confusion among consumers, due to the large number of indexes on the label, such as brand name, region or grape variety. Unlike most foods products, wine taste may vary in a given year depending on the harvest, even if the brand and other extrinsic information remain the same. For other food categories, consumers easily switch between different brands according to market share and are not very concerned about the differences in taste or quality behind the labels. The study on which this paper is based aimes to analyze the wine consumers' behavior from the Iasi market. Research objectives include: evaluating the main characteristics of the wine purchasing behavior, determination of preferences regarding the main characteristics of the product, evaluation of the main characteristics of consumer behavior and identifying features of the acquisition, consumption and preferences based on gender, age, education, number of family members and income. [ABSTRACT FROM AUTHOR]

Many Romanian companies in the agriculural and food sector have to face the problem of choosing the most appropriate methods and techniques to promote their products, in the context of stiff market competition. The first step in accomplishing this goal is a market study that reveals the consumers characteristics and their prefferences regarding food products, as well as their buying habits. The purpose of this paper is studying the actual state of the meat products market, which will prove to be useful for improving the advertising methods and techniques used on the Romanian market, as well as identifying new ways to promote food products in order to create a competitive advantage on a market which is almost saturated. The paper aims to identify the exact variables to be considered when conducting an advertising plan, based on the consumers' behaviour regarding meat products. [ABSTRACT FROM AUTHOR]