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Women and beer: A potential love story?
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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

Place, publisher, year, edition, pages
2018. , p. 99
Keywords [en]
Women, Beer, Communication marketing, Decision making process, Feminization of products, Millennials, Baby boomers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-150165ISRN: LIU-IEI-FIL-A--18/02797--SEOAI: oai:DiVA.org:liu-150165DiVA, id: diva2:1238837
Subject / course
Master Thesis in International Business and Economics Programme (Business Administration)
Supervisors
Examiners
Available from: 2018-09-04 Created: 2018-08-14 Last updated: 2018-09-04Bibliographically approved

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fulltext(1250 kB)50 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf