Analysing the producers ’ decision making process in the Hungarian wine sector

channel, limits and boundaries, distribution strategy Summary and Conclusions For being successful in the competition the wine sector and the entrepreneurs must use the right means of marketing which are adequate and satisfying the company’s requirements. The vineries and the wine producers are not prepared for the renewing challenges of today’s wine market neither from the point of view of the sufficient information, nor the level of education. We made a qualitative research among the wine producers with private deep interviews. In the sample we have wine producers from all the 22 wine regions of the country from different size categories. During criteria analysis on wine producing entities to select distribution channels my model describes best the decision making process. We have defined those elements and the coherence system of the distribution channels that provide great help to wine producing companies to create a successful buyer based selling strategy. The decision makers of the companies need to be continuously professionally educated to make their knowledge broader and up-to-date. They must visit the given sector’s scientific and other type of programs, events, conferences and educational programs. The boundaries of information acquisition, the limited planning activity and the scarce resource