МОТИВАЦИЯ НА ПОТРЕБИТЕЛИТЕ НА ПИВО
BEER CONSUMER’S MOTIVATION

Summary/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”.

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