Intergenerational analysis of consumer behaviour on the beer market  

Oleh:

Spácil, Vojtech ; Teichmannová, Aneta

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Procedia - Social and Behavioral Sciences vol. 220 (May 2016), page 1-9.
Topik: Generation X; generation Y; beer market; consumer behaviour; brand preference; brand loyalty
Fulltext: Procedia v220 Page 487.pdf (209.78KB)

Isi artikel

This paper deals with the analysis of consumer behaviour on the beer market. The main goal is to investigate how consumer behaviour differs across distinct age groups (Generation X and Generation Y) and across two European markets (Czech, British). The study is based on on-line survey conducted in both countries. The findings indicate the substantial effect of age categories on discussed attributes of consumer behaviour (frequency of beer consumption, beer criteria preference, brand loyalty, brand switching). This article also attempts to find reasons for brand switching. Namely change in a beer quality (taste) represents key issue for this problem.

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