THE BEER BRANDS ON THE MACEDONIAN MARKET: HOW ARE THEY PERCEIVED? Cover Image

THE BEER BRANDS ON THE MACEDONIAN MARKET: HOW ARE THEY PERCEIVED?
THE BEER BRANDS ON THE MACEDONIAN MARKET: HOW ARE THEY PERCEIVED?

Author(s): Anita Ciunova-Shuleska
Subject(s): Economy
Published by: Editura Universitaria Craiova
Keywords: positioning; positioning map; beer; perceived position

Summary/Abstract: The aim of this paper is to present the perceived position of the beer brands (domestic and foreign) on the Macedonian market. There are lots of beer brands offered on the Macedonian market which indicates that the competition is quite big. The competition is especially fierce among few of them because respondents have very similar perceptions about those brands. To have knowledge about the perceived position that product holds is crucial for the company because it is very important the perceived position to be identical with the desired position, otherwise (if the perceived position is worse than the planned) the company must involve itself in the activities of repositioning.

  • Issue Year: 2009
  • Issue No: 12
  • Page Range: 97-104
  • Page Count: 8
  • Language: English
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