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Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Ion BOZGĂ, Alexandru Narcis BOZGĂ, Daniel NIJLOVEANU, Victor TITA, Corina CRUCERU, Nicoleta (Pătrăchioiu) GHEORGHE

Nowadays, developing a branding strategy has become a must even for commodities. The main decision many producers face is opting for a producer brand, a geographical brand or a certification brand when trying to create a coherent value proposition for their agricultural product. Nevertheless, the main challenge they all encounter is how to build brand equity and establish a sound positioning strategy. In this paper we try to conceptualize the primary directions for action in agricultural consultancy regarding building brand equity. First we debate the necessity of branding for commodities. Secondly, we analyze the primary sources of brand equity for agricultural products in terms of value creation for consumers. Furthermore, we investigate the fundamentals of positioning strategies for agricultural commodities throughout the analysis of two case studies based on traditional Romanian brands.

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Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Otilia MANTA

More increasingly we are concerned about a real problem, that of economic and social gap between the welfare of the rural population in developed European countries and in Romania. This has always been a big problem, but never the number of those in poverty was so great like today - about 5.6 million people. The article is based on this reality and attempts to synthesize the ideas of those who are at the forefront of rural society and who are able to save the Romanian village of this state of decline. Once integrated in the EU, the Romanian authorities should present new principles and rules in order to adjust the Romanian legislation with EU legislation. Social inclusion and financial progress are the results of digitization trend of the financial sector, with a major impact on financial and non-banking institutions. Creating new distribution models (networks of external agents, banks without branch network), the emergence of new opportunities for customer access and management of back-office are just some of the challenges that microfinance sector has passed through on a continue process of innovation and adaptation.

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Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Corina CRUCERU, Victor TITA

The domestic credit is one of the essential indicators of a national economy. In this context, the paper aimed to analyze the credit influence on the national economy and its effects on the economic development. Also, an important part of the domestic credit is represented by the market of leasing credits, alongside the investment credits or the mortgages. Their evolution is presented in detail in this paper. As a conclusion, the increase of the domestic credit helped at the formation of a stability at a macro-economic level, contributing to maintaining an economic growth and an economic recovery after a difficult period.

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Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Catalina CHIVU-DRAGHIA, Arina Oana ANTOCE

The present research explores particularities of consumer behaviour of Millennials and Generation X, aiming to a better understanding in order to increase the engagement of younger generations with wine. The study is based on a survey of 91 respondents aged 18 to 50 years, concerning their preferences, motivations and occasion of consumption in regards to wine and other alcoholic beverages. Results show that for Millennials alcoholic beverage consumption occurs most often outside their home, some contexts being identified where wine was not available but they would have liked it to be. They associate drinking with socialising, the strongest motivation of consumption being the enjoyment of the drink with friends and family, but they also consume wine mainly on special occasions, considering it a sophisticated drink or preferring a lower alcohol beverage for more frequent use.

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Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Serkan GURLUK

The paper aimed to present the value of a farm animal welfare (FAW) program that is not compulsory in South Marmara Region of Turkey. It is based on the face-to-face survey results administered in rural areas of Bursa City. The study measures the willingness to accept of producers for changing FAW levels in regards to sheep and goat husbandry. Contingent valuation technique is employed in the statistical analysis. Three different FAW levels were identified for valuation as "base" level, "better" level, and the "best" level. The best level was the most stringent FAW program. The current study suggests a protocol with WTA(P) nomenclature to resolve complexity issues in FAW studies by investigating producers rather than consumers. FAW programs’ value were calculated as130.3 million United States Dollars (USD) for base scenario. The figures were 166.2 million USD/Year and 175 million USD/Year for “better” and “best” FAW conditions, respectively. The results show that FAW programs have strong public opinion and non-market value.

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Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 2
Written by Serkan GURLUK

Water is a vital for humans and should be used efficiently. Yet, drought issues in some regions of the world have negative impacts for humans. Consequently, in economic system the awareness about excessive water-consuming sectors provides advantages to related community. The economic benefits of the water in the agriculture sector and general economy are computed by the logic of opportunity cost. Food security objectives are essential for many countries in the world. Economic benefits are computed by savings in foreign exchange firstly. It protects domestic producers and consumers from the fluctuations of world markets. The poverty alleviation is among prior policies of a country. All of these can increase allocations of water to agriculture at the expense of industrial and household water use. Yet, agriculture is a sector that consumes high volume of water. Industry, household consumption and environmental flowas are other sectors. If it is not know the economic benefits of the water, it cannot be managed efficiently. Therefore, all sectors using water needs a transparent system of resource evaluation with which to negotiate and regulate allocation of the resource.

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The publisher is not responsible for the opinions published in the Volume. They represent the authors’ point of view.

© 2019 To be cited: Scientific Papers. Series “Management, Economic Engineering in Agriculture and Rural Development“.

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