Intergenerational Analysis of Consumer Behaviour on the Beer Market

被引:9
|
作者
Spacil, Vojtech [1 ]
Teichmannova, Aneta [1 ]
机构
[1] Tech Univ, Fac Econ, Sokolska Trida 33, Ostrava 70121, Czech Republic
关键词
Generation X; generation Y; beer market; consumer behaviour; brand preference; brand loyalty;
D O I
10.1016/j.sbspro.2016.05.524
中图分类号
F [经济];
学科分类号
02 ;
摘要
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. (C) 2016 The Authors. Published by Elsevier Ltd.
引用
收藏
页码:487 / 495
页数:9
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