Factors Influencing Consumers' Decision to Purchase Beer Products at Retail within the Framework of Social Interaction

Beer products are the most popular alcohol not only in Russia, but all over the world. This carbonated low-alcohol drink can also be called "social", since it is often not only one of the main attributes of social interaction between people, but also something that can potentially initiate this interaction in principle. There are many studies describing the factors influencing the consumer's decision at the time of purchase of beer products, but there are very few works devoted specifically to the social aspect of this process. Also, there is no consensus in the scientific community about which group of characteristics of beer products has the greatest impact on the consumer at the time of choice: some researchers claim that product promotion plays a crucial role, while another believes that the physical properties of the drink and its packaging dominate the consumer's decision-making process. Thus, this research work is aimed at determining which characteristics of beer products have the greatest impact on consumer behavior at the time of choosing a drink in the context of social interaction.