Women and beer : A potential love story?

University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

Author: Hampus Kalderén; Lindqvist Yannick; [2018]

Keywords: Women; Beer; Communication marketing; Decision making process; Feminization of products; Millennials; Baby boomers;

Abstract: The findings of this study show that packaging and labeling are not decisive for women’s final purchase-decision. Instead, they rely on recommendations from friends and family. The study further shows that sponsoring local beer events hosted by opinion leaders will have the most impact on women’s attitude to beer

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