As any other manufacturer, retailers must also position themselves on the market in order to be accordingly perceived by consumers. Either by differentiation through costs or by focusing on quality, retailers adopt a specific marketing approach for developing consumers` loyalty in the target...

The aim of this paper is to present the perceived position of the beer brands (domestic and foreign) on the Macedonian market. There are lots of beer brands offered on the Macedonian market which indicates that the competition is quite big. The competition is especially fierce among few of them...