An evaluation of the beer purchasing behavior of customers in provincial FYROM based on the concept of polygamous loyalty : the case of Berovo town

Abstract

The objective of this research paper is to validate the existence of Polygamous loyalty, also known as multiple brands loyalty in patterns of home and public beer consumption behavior in provincial FYROM. In order to discover these patterns, this study aims to discover the existence of three empirically validated conceptual abstractions, "Repertoire Buying Behavior", "Double Jeopardy" and "Duplication of Purchase law", through a quantitative research method. The results of the research, for both home and public defined occasions, confirmed the existence of only two of the above mentioned abstractions. "Repertoire Buying Behavior" and "Double Jeopardy", whereas "Duplication of Purchase law" appeared to have a lack of sufficient market information on the buying behavior of the elected beer brands. Consequently, the confirmation of the two above stated phenomena proved the existence of the so-called Polygamous loyalty patterns for both home and public consumption, for that region, and could be valid at the national level of beer consumption.