brand, competition, consumer, domestic market, export, mineral water
Abstract
The purpose of this research paper is to determine the volume of the production and market demand for Georgian mineral water, to identify competitiveness between producers, awareness among consumers and their demands on packaging and pricing. Also to study export climate and effects of political decisions on the Georgian mineral water market. The paper examines overall situation on Georgian mineral water mar- ket by survey and interviews. The analyzed results presented in this paper demonstrate that, Georgian mineral water market can be described as competitive, with variety of products, high quality and low prices. Mineral water is produced by both - low and high income consumers and identification of one brand to another, affects the way consumers behave in choosing drinks. Georgian Mineral water is highly demanded prod- uct in foreign markets as well, because of the competitive advantages it has. According to the study, Georgian mineral water market can be evaluated as fast growing sector of the country’s economy. Thus, the given industry creates many jobs that result in domestic economic growth.
