The marketing orientation of production in all branches requires the producers to have knowledge of customer behaviour. The food industry is no exception in this regard, as the food industry producer must know what the customers expects from their products. Consequently this study asseses the Transylvanian consumer’s global attitude towords the beer brands existing on the Romanian market. For this research, Fishbein's model provides a good working methodology. In order to develop the Fishbein's model there were implemented two sets of questionnaires to male adults of ages between 18 and 60, with urban residence from 5 Transylvanian towns.
After implementing the first questionnaire there were chosen the brands most often mentioned considering that they are the most popular: Ursus, Bergenbier, Tuborg and Heineken, and four prominent characteristics of beer: taste, color, freshness and price. The Fishbein's model was applied after implementing the second questionnaire.
The result was that the most favorable attitude was towords Ursus beer, and the least favorable attitude towords Tuborg. In order to redress the Tuborg brand there were proposed several strategies.