Pregled bibliografske jedinice broj: 1068820
Beer Brands from the Perspective of Young Consumers in Croatia, with an Emphasis on Gender Differences
Beer Brands from the Perspective of Young Consumers in Croatia, with an Emphasis on Gender Differences // New Developments in the Brewing Industry: The Role of Institutions and Ownership / Strøjer Madsen, Erik ; Gammelgaard, Jens ; Hobdari, Bersand (ur.).
Oxford: Oxford University Press, 2020. str. 25-46
CROSBI ID: 1068820 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Beer Brands from the Perspective of Young
Consumers in Croatia, with an Emphasis on Gender
Differences
Autori
Knezevic, Blazenka ; Skrobot, Petra ; Delic, Mia
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
New Developments in the Brewing Industry: The Role of Institutions and Ownership
Urednik/ci
Strøjer Madsen, Erik ; Gammelgaard, Jens ; Hobdari, Bersand
Izdavač
Oxford University Press
Grad
Oxford
Godina
2020
Raspon stranica
25-46
ISBN
978-0-19-885460-9
Ključne riječi
beer, retail, gender differences, young consumers, Croatia
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Zagreb
