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Beer is the most consumed alcoholic beverage in Latvia (SRS, Excise goods movement statistics and results, 2016), nevertheless, beer consumption trends and consumer behaviour is not often studied subject in this field. Aim of the research is to explore end-consumer beer buying habits in Latvia. The research involves surveying Riga’s end consumers (age 25 – 40) with income exceeding the average wage in Latvia (EUR 1000 gross). The research results can be applied to the same target groups in other Latvia’s regions. The research results will be beneficial for further promoting beer production in the market and finding the right target audience. The study raised following questions: 1)What factors influence consumers beer choice and what role plays gender in it; 2)What are the beer consumption particularities and trends among consumers. To answer the questions, theoretical analysis was accompanied with Riga’s inhabitants’ survey. Research methods involve calculation of reliability of Cronbach's alpha; Kolmogorov Smirnov Z criterion; Descriptive Statistics Central Trend Indicators; Concluding statistics T significance indicator were used. The research object: beer market end-consumers. The research concentrates only on the consumers having consumed beer. Findings show that gender has an impact on beer consumption habits. Research results prove that target audience of beer are male (55 % of the males and 18 % of the females report to consume beer every week), males are more open minded towards new beer product trial, and more often pay attention on informative articles about beer in media, they orientate better in beer industry. Beer has expressively seasonal character, it is more consumed during summer – this aspect is especially characterised among women and is expressively associated as a thirst refreshing beverage. Beer is often bought as a gift. Quality and price relation becomes more important in the group surveyed – people start paying more attention to quality, cheaper price or discounts reporting as not the most significant aspect when buying beer.

End consumers’ buying habits in beer market: case of Latvia