BEER CONSUMER’S MOTIVATION

MILENA FILIPOVA

 

Abstract

Three major trends can be distinguished in the motivation of Bulgarian beer consumers. At one hand - they drink beer with purely pragmatic, physiological motives – “as it makes a good combination with food”, “for refreshment”, “for quenching the thirst”. At the other hand a significant place is taken by the motives concerning the drink’s image and the resulting satisfaction – “to enjoy the taste”, “to feel good”, “this is my favourite drink”. The third group of motives is connected with the social functions of the drink – “to be a member of the group”, “helps me make social contacts”.

 

Key words

beer, brewery companies, motivation, consumers

 

References

Pride, W. O. Ferrell. 1994. Marketing: Concepts and Strategies, Publishing House. ForKom, S.
Ramchev, K., 1997. Economic Psychology, Univ. Ed. "Economy", S.

 

Full text: PDF (Bulgarian)