title: Beer in the Ukraine: consumer choice criteria
abstract: Purpose The purpose of this paper is to examine the attitudes and behaviour of Ukrainian consumers in terms of the purchase of beer (both foreign and domestic brands). There is an emphasis on the relative importance of the country of origin (COO), when compared to other factors. Design/methodology/approach Primary research is based on a convenience sample of 774 beer drinkers in the city of Simferopol, Ukraine, surveyed through face‐to‐face questionnaires. Findings Findings suggest that the COO 
journal: International Journal of Emerging Markets