Gender differences in characteristics of quality, loyalty, recognition and association with the brand „Valjevsko pivo"
DOI:
https://doi.org/10.7251/ZARS2301202CKeywords:
Aaker's variables, beer, consumers, men, womenAbstract
The aim of this empirical research was to determine gender differences in the subjective perceptions of consumers about the most important variables of the „Valjevsko pivo" brand (quality, loyalty, recognition and associations with the brand) with regard to their socio-demographic characteristics (gender, education and place of residence). The sample of respondents (N = 181) included 134 men and 62 women, ages 18 to 70, average age 46.24±9.71 years. The research instruments are Aaker's brand variables and a survey questionnaire on the socio-demographic characteristics of the respondents. Determined relations between groups in the examined variables were defined by Mann-Whitney (U) and Kruskal-Wallis and (K-W) non-parametric tests at the level of statistical significance (p ≤ .05, p ≤ .01). The calculated values of the Cronbach Alpha coefficients of internal reliability show that the variables used had satisfactory psychometric characteristics, and that they are a valid measuring instrument that can be recommended for examining the population in Serbia. Depending on the gender, the results of the U and K-W tests show that men have a higher arithmetic mean of ranks in relation to the perception of the variables quality, loyalty, recognition and association with the brand. Also, significant differences were manifested between social-demographic variables (lowest and highest level of education) and measured Aaker variables. However, the statistical analysis indicates that no statistically significant differences were found for the parameters place of residence and attitudes about the „Valjevsko pivo" brand, because the sums of the ranks are approximately equal. The results obtained in this study point to the importance of learning about statistically relevant differences between respondents in the variables of the „Valjevsko pivo" brand, considering their socio-demographic characteristics.
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