Naslov
Brand Loyalty of Younger Adults in Beer Retail Shopping - Case of Croatia

Autori
Knežević, Blaženka ; Škrobot, Petra ; Delić, Mia

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CIET 2018 - Conference Proceedings / Plazibat, Bože ; Kosanović, Silvana - Split : Sveučilišni odjel za stručne studije Sveučilišta u Splitu, 2018, 125-137

ISBN
978-953-7220-29-7

Skup
3rd international scientific and professional conference Contemporary Issues in Economy & Technology (CIET 2018)

Mjesto i datum
Split, Hrvatska, 01.06.2018. - 02.06.2018

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
beer brands, consumer behavior, brand loyalty, retail, Croatia

Sažetak
This paper focuses on beer industry and beer retail in a particular market and examines the attitudes of young adults as retail consumers towards beer retailing and branding issues. In the introductory part the purpose was to explain the situation of a beer industry in Croatia and to assess the importance of brewing industry in national economy. Second chapter gives definitions on brands and branding based on secondary sources. Also, this part emphasizes the importance of consumers’attitudes in branding process. In last two chapters, the data from primary research conducted in Croatia on the sample of young adults are scrutinized. The primary research addressed following questions:value and frequency of beer purchase, occurrence and motives of impulsive beer purchasing, the very existence of favorite beer brand within the population, motivators of brand switching and potentials for specialization in beer retail in Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA