How do Romanian men buy and consume cigars? What are their preferred brands and expectations regarding the purchasing experience, including price? And, above all, what are the opportunities for retailers in the premium cigar market in Bucharest?
To answer these questions, the MKOR team conducted market research for an entrepreneur looking for opportunities in the local market, using an online questionnaire (CAWI), as well as a detailed analysis of local competition (secondary research / desk research), targeting distribution channels, consumer typologies, and the purchasing experience.
What were the objectives of the premium cigar consumption study in Bucharest?
The study aimed to provide a complete picture of the consumption and purchasing behavior of cigar smokers in Bucharest, with the objectives of identifying:
- consumer typologies and consumption frequency
- preferred brands and types of cigars
- allocated budget and price perception
- purchasing channels used
- decision-making factors: the role of brand, origin, price, and recommendations
- in-store experience
- elements that turn the purchasing experience into a competitive advantage
What are the benefits of market research in the premium products industry?
Investments in niche, premium products, such as cigars, involve a deep understanding of consumers and the market context. A market study conducted before developing a new commercial strategy offers several important benefits:
- Clarity on the consumer profile – identifying customer segments with the highest purchasing potential.
- Reducing commercial risks – investment and positioning decisions are based on real data, not assumptions.
- Differentiation opportunities – understanding where there is room for innovation (e.g., exclusive in-store experiences, pairings with premium alcohol, personalized offers).
How was the premium products market study conducted?
For this project, MKOR conducted a quantitative study through an online survey (CAWI), addressed to a relevant sample of decision-makers from Romanian companies, as well as a secondary market analysis (desk research):
- Target market: Romania
- Target: men over 18 years old
- Research type: primary
- Research tool: questionnaire
The secondary market analysis (desk research) involved searches via Google Maps and online sources to identify retailers, verify physical and online presence, and collect and analyze business data.
Who was the client behind this premium cigar opportunity study?
Our client is a visionary entrepreneur, looking for opportunities in the local market for premium and luxury products. He identified the potential of bringing renowned Cuban cigar brands to Romania and aims to present them in an exclusive boutique concept, with carefully curated selections and personalized consulting services.
However, following the results of the market study, he changed his mind.
Our client made this decision because the collected data showed that the initially identified potential is not supported at the expected level. Thus, although his entrepreneurial intuition led him to the idea of importing premium cigars, the data analysis made him re-evaluate his plans, concluding that the opportunity is not as great as it initially seemed.
How can you start your own market research project?
With over 12 years of experience in market research in Romania, MKOR helps brands make strategic decisions based on real market data. Our studies are tailored to the specifics of each industry, including niche sectors such as luxury products, FMCG, or B2B services.
Through our rigorous methodology and expertise in customized projects, we support companies in discovering new opportunities and developing products or experiences that precisely meet their customers’ expectations.
We differentiate ourselves through the research methodologies used, transparency, committed objectives, detailed analyses, strategic recommendations, and data security, and projects are delivered by a multidisciplinary team that treats each study “as if it were for ourselves.”
We understand how important precise information is and we are here to provide you with updated data about your consumers. Explore the Clients & Case Studies section to learn more about our portfolio and the expertise we bring to each project.
How does Agile Research help you make data-driven decisions faster?
Do you want to test a product idea, understand customers’ real needs, or identify growth opportunities in a constantly changing context? Agile Research by MKOR offers you a flexible, fast, and results-oriented research framework.
With an approach adapted to agile methodologies, we collect data directly from consumers in a short time, so that you can validate and adjust business decisions in real-time.
With Agile Research by MKOR, you get precise data in just a few days, not weeks, so you can validate and adjust your business strategy in real-time. Advantages:
- Speed and flexibility – results delivered at the pace of your decisions.
- Action-oriented – clear insights, with immediately applicable recommendations.
- Continuous testing – you run multiple research sprints, depending on the evolution of the product or the market.
Planning to launch a new product? Contact us for a personalized solution!
