Nowadays, to meet people’s needs in daily life for drinking water, many companies provide bottled drinking water. As this industry grows and more competition occurs, the companies should know the aspects that influence people to buy the products that are bottled drinking water. Although this increase in several bottled water producers can be attributed to market demand and technology modernization, the fact that consumers migrate from one brand to another is significant and indicates that there are factors that affect the consumer’s decision when choosing the bottled water brand. The aim of this paper is to identify and analyze the factors that influence consumers the most when choosing a bottled water brand in the market, using Kosovo as a case study. To define factors based on the consumer’s preferences and valuations of the importance, the principal component analysis was applied based on a correlation matrix, using a component extraction method with a varimax rotation and a Kaiser-Meyer-Olkin adequacy test. The findings show that the consumer’s decision is influenced mostly by six key factors, namely quality, marketing, consumer perception, price, preference and practicality. The research provides new insights into the bottled water manufacturing industry and marketers in positioning themselves in a competitive environment.

Energy drinks remain one of the most dynamic segments of soft drinks. Recent developments indicate that companies are extending their activities. The fact that the category of energy drinks is so successful is leading to a highly competitive environment. Therefore, to increase profit and to create a firm position in such a competitive market, promotion policies and its strategies and forms by companies should be properly understood and implemented.To this end, this part of the paper will review literature from various authors for purposes of understanding the role of drafting and implementing promotion strategies and marketing itself in companies in general. Data from theoretical aspect have served as guidance in conducting the practical part of this paper on the ground.In the second part of the paper, a practical research was conducted; a survey questionnaire with owners of two energy drink producers in Kosovo was carried out, i.e., "Golden Eagle" and "Red Rain". As a result of primary data we have obtained from the survey, we established the extent of the basic knowledge of these companies. At first, regarding marketing in general, but also on promotion and promotion strategies in particular. Also, there were selected 30 customers of these two companies from the random sample to see

The market liberalization, airport privatization and increased number of low-cost carriers have significantly affected airport performance lately. The aim of this study is to determine and analyze passengers' demographics and their interaction with the external macroenvironment by providing empirical evidence of their impact on airport performance. The combined two-group proportion test and loglinear analysis were applied as the main analytical methods, whereas a PESTEL analysis was used as an auxiliary tool to help explain quantitative findings. The results show that due to a large diaspora and difficult socioeconomic situation, there is a gap for more direct point-to-point flights offered by the low-cost carriers in general and, more specifically, if more direct flights are being offered from Prishtina Airport, their likelihood ratio is to increase twice in its absolute value, whereas in Tirana Airport, their likelihood ratio is to increase twice if they offer more connection flights. This confirms the conclusion that there is a gap for additional services to be provided, which could significantly affect the airport performance in return. In the end, this study also raises a new hypothesis: whether the younger generation of the diaspora, members of which were born and educated abroad, will negatively affect airport performance due to their decreasing tendency and interest to visit the homeland of their parents.