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

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.