BUSINESS INFORM №9-2014

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Section: Management and Marketing
UDC 338.2
Melenchuk Y. T., Bryndzya Z. F.
Marketing Analysis of the Beer Market Using the Primary Data (p. 363 - 368)
The purpose of the article is to conduct a survey and find out which brand of beer is most favored among consumers, exactly what criteria play an important role in the selection of the manufacturer. The subject of this study is the beer market of Ukraine, namely: Breweries in Western Ukraine. The sample size was 400 people. Of them 325 respondents gave a positive answer to the question: "Do you drink beer?", therefore, further analysis was conducted on the results of 325 respondents. As a result of the study, we found that the brewery, which have well-developed marketing activities, occupy a leading position among consumers. So, in the brewing industry, marketing is very important for product quality, assortment policy, the nature of the sales network, the process of promotion, market growth, pricing policy, etc. Prospects for future research are the effective planning of marketing activities on the breweries.
Keywords: marketing, marketing planning, marketing research, analysis, beer market
Fig.: 9. Tabl.: 9. Bibl.: 8.

Melenchuk Yuliia T. – Postgraduate Student, Department of Accounting and Auditing, Ternopil Ivan Pului National Technical University (56 Ruska Str., Ternopil, 46001, Ukraine)
Email: [email protected]
Bryndzya Zinoviy F. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Accounting and Auditing, Ternopil Ivan Pului National Technical University (56 Ruska Str., Ternopil, 46001, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Melenchuk, Yuliia T., and Bryndzya, Zinoviy F. (2014) “Marketing Analysis of the Beer Market Using the Primary Data.” Business Inform 9:363–368.

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