Factors determining consumer behavior and strategies of building customer capital in the beer industry in Poland

Abstract

A key objective of the paper is to identify the factors determining consumerbehavior on the beer market and their influence on undertaken strategies of building customercapital. Achievement of such objective is based on literature studies and author's ownresearch. The research was conducted on the demand and supply side of relations. There was aquestionnaire form applied for the demand side. On the supply side the research was based onthe expert method. The material gathered was under statistical analysis, including: focusanalysis and ANOVA analysis. The results of analyses conducted allowed to confirm thehypothesis that in the current economic conditions, customer capital creation should be basedon innovation strategies in which the basic significance have the product and processinnovations.