Abstract:

This article describes the behavior of the Romanian consumer towards alcoholic and non-alcoholic beverages. It is based on a research and it presents the observed and questioned motives of the Romanian consumer to buy alcoholic and non-alcoholic beverages, with the purpose of determining the cognitive and emotional components of the decision of the consumer. Besides this in analyses the differences of behavior between men and women and the impact these differences have on the way companies design their marketing strategy. If the buying decision is taken by the consumer in the store, the companies should apply marketing instruments in the store, if the buying decision is taken previous of entering the store, companies should concentrate on communication means outside the store.