The Role of Culture in the Purchase of a Product (The Case of Bavaria Beer 0.0% Alcohol in Albania)

Many cultural elements influence the consumption or not of a product, one of which is religion and ethnicity. The influence of these elements depends on the fact that a consumer is connected to the tradition, norms, and rules of the religion and ethnicity to which he belongs. Bavaria 0.0% alcohol is a product that is associated with the non-consumption of alcohol, which is an element that belongs to the Muslim religion and includes a cultural factor that can affect the consumption of this product, but it is not excluded from consumption and consumers who do not belong to the Muslim religion but do not consume alcoholic beverages. The purpose of this study is to highlight the role of culture in the consumption of Bavaria 0.0% alcohol. In the study, 286 respondents were from different areas of Albania. Some of the study’s conclusions are: the respondents mostly belong to the Muslim religion, and the most widespread ethnic community in Albania is the Albanian one. The consumption of beer with alcohol is 55.2%, and the consumer is informed at 54.5% for Bavaria 0.0% alcohol.