Marketing research of the Georgian beer market

Beer is becoming an increasingly popular alcoholic beverage on the world market. Competition is intensifying and customers find it difficult to make the right decision. The aim of this investigation report is to study the global and Georgian beer market and to identify the behavioral characteristics of Georgian beer market users. To achieve this goal, several tasks have been identified: Research of the marketing strategies of global beer brands, research of the attitude of Georgian beer consumers towards Georgian beer brands, research of the attitude of Georgian beer consumers towards the marketing measures of companies in the Georgian brewery, determining the level of awareness of Georgian beer consumers about the beer market, identify the main factors affecting Georgian beer consumers when making a purchase decision and research of the loyal relationship between Georgian beer consumers and beer brands. The research method is one of the types of quantitative research, mass survey, namely questionnaire survey. Respondents were selected by random, simple random sampling. Selection total: 200 respondents. Secondary data analysis was also performed. The study found that Georgian beer consumers are skeptical of Georgian beer brands and trust more in foreign brands. The study also revealed some of the characteristics of their consumer behavior. At the end of the research, the main results and recommendations of the study are provided, which will help companies operating in the Georgian beer market to develop targeted customer-oriented marketing strategies and ensure a high level of competitiveness.