Abstract
The purpose of this research is to examine gender differences in beverage consumption, usage occasions, and consumption motives within the Kazakhstan market. The results show that while freshly prepared tea is the most consumed beverage for both males and females, men are more likely than expected to drink alcohol, soft drinks, and sparkling water, while women are more likely than expected to drink bottled still water. Additionally, the results indicate gender differences in usage occasions and consumption motives. The evidence therefore supports the continued use of gender-based market segmentation and product positioning strategies in the beverage market of Kazakhstan.