UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.06.07.013
Авторы
Tatenda Mugumbate,
Peoples’ Friendship University of Russia named after Patrice Lumumba
Аннотация
The global beer market is becoming increasingly competitive, and consumer image is a key to brand success. In Zimbabwe, a rise in the popularity of imported beers, like Russian ones, presents a unique opportunity for examining how cultural, economic, and sensory aspects make contributions to consumer imagery and favorability. This review examines the specifics of Zimbabwean consumer perception of beers with a focus on describing imagery of Russian beer brands. It examines how cultural variation, trade historical ties, and brand tactics influence Russian beer consumption in a market where the local and international brands tend to prevail. The article combines insights from consumer research, sensory science, and cross-cultural marketing in order to ascertain the equilibrium between intrinsic (taste, quality) and extrinsic (branding, cultural imagery) factors. By way of a review of methodologies and results of relevant studies, this review identifies opportunities and challenges for Russian beer brands in Zimbabwe, emphasizing the need for bespoke marketing that responds to local consumer values and expectations. The findings give some indication of international beer market trends and cross-cultural consumer preferences.
Ключевые слова
cultural imagery, cross-cultural marketing, consumer behavior, brand perception, global beer market, imported beers
