engleski

Beer Brands from the Perspective of Young Consumers in Croatia, with an Emphasis on Gender Differences

The aim of this chapter is to identify the existence of gender differences in preferred beer brands and brand loyalty elements among young retail consumers. We tackle this research by focusing on younger adults in the Croatian market, examining the following research questions: Is there a difference between male and female consumers in: (RQ1) preferred beer brands ; (RQ2) motives in decision on beer brands when purchasing in retail stores ; and (RQ3) elements influencing beer loyalty? The chapter first introduces the position and role of the beer industry and retail in the Croatian national economy. It then provides a theoretical overview of brands and brand management based on secondary sources, and finally discusses the results of the primary research on beer brands among young retail consumers in Croatia.

beer, retail, gender differences, young consumers, Croatia

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