Factors influencing consumer behaviour of Generation Y on the Czech wine market

DSpace Repository

Show simple item record

dc.contributor.author Němcová, Jana
dc.contributor.author Staňková, Pavla
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2019-11-28T10:20:14Z
dc.date.available 2019-11-28T10:20:14Z
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/154269
dc.description.abstract Consumer behaviour of Generation Y on the wine market is currently a topical issue. Generation Y is considered to be the future loyal consumers of wine and is therefore the future of the wine market. Wine-growing has a long tradition in the Czech Republic and, in particular, Moravian wines reach world level, as evidenced by a number of different awards and successes at winemaking competitions. The main aim of this paper is to identify the factors that affect the consumers of Generation Y when buying wine in the Czech Republic. The target group consists of respondents aged 18–25 who drink or at least buy wines. Primary data collection took place between February and September 2017 and was realized by a questionnaire survey. In total, 648 responses were collected. The Two-sample t-Test and the Pearson’s chi-squared ?2 test were used for statistical methods. Research has shown that young consumers clearly prefer white wine and their knowledge of wine is general for the large majority of respondents. The most common places of purchase are wine shops and supermarkets, and most of the respondents buying wines for meeting with friends, quiet sitting at home or for celebrations. Information about wine is obtained by young consumers most often from their families or friends, or from the operator in the wine shop. The most important factors for wine selection are previous purchase experience and references from family and friends, and then the information on a label, recommendations of the wine shop operator, price and colour of wine. Based on a comparison of the examined foreign sources in this area, it can be stated that wine consumers of Generation Y are not a homogeneous segment and more attention should be paid to the preferences of these young people. en
dc.format text
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
dc.relation.isbasedon Agnoli, L., Begalli, D., & Capitello, R. (2011). Generation Y’s perception of wine and consumption situations in a traditional wine-producing region. International Journal of Wine Business Research, 23(2), 176-192. http://doi.org/10.1108/17511061111143025.
dc.relation.isbasedon Anchor, J. R., & Lacinová, T. (2015). Czech wine consumers: maturing with age? E&M Ekonomie a Management, 18(1), 169-182. http://doi.org/10.15240/tul/001/2015-1-013.
dc.relation.isbasedon Atkin, T., Nowak, L., & Garcia, R. (2007). Women wine consumers: information search and retailing implications. International Journal of Wine Business Research, 19(4), 327-339. http://doi.org/10.1108/17511060710837454.
dc.relation.isbasedon Bárta, L. (2013). Public relations a marketingová komunikace v obchodu s vínem. Praha: Radix.
dc.relation.isbasedon Bejtkovský, J. (2016). The Employees of Baby Boomers Generation, Generation X, Generation Y and Generation Z in Selected Czech Corporations as Conceivers of Development and Competitiveness in their Corporation. Journal of Competitiveness, 8(4), 105-123. http://doi.org/10.7441/joc.2016.04.07.
dc.relation.isbasedon Bencsik, A., Juhász, T., & Horváth-Csikós, G. (2016). Y and Z Generations at Workplaces. Journal of Competitiveness, 6(3), 90-106. http://doi.org/10.7441/joc.2016.03.06.
dc.relation.isbasedon Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference differences: implications for wine product marketing. Journal of Consumer Marketing, 28(1), 5-18. http://doi.org/10.1108/07363761111101903.
dc.relation.isbasedon Charters, S., Velikova, N., Ritchie, C., Fountain, J., Thach, L., Dodd, T. H., Fish, N., Herbst, F., & Terblanche, N. (2011). Generation Y and sparkling wines. International Journal of Wine Business Research, 23(2), 161-175. http://doi.org/10.1108/17511061111143016.
dc.relation.isbasedon Chládková, H. (2015). Consumer behaviour on the Czech wine market. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 52(6), 175-188. http://doi.org/10.11118/actaun200452060175.
dc.relation.isbasedon Chrysochou, P., Krystallis, A., Mocanu, A., & Lewis, R. L. (2012). Generation Y preferences for wine. British Food Journal, 114(4), 516-528. http://doi.org/10.1108/00070701211219531.
dc.relation.isbasedon de Magistris, T., Groot, E., Gracia, A., & Albisu, L. M. (2011). Do Millennial generation’s wine preferences of the “New World” differ from the “Old World”?: A pilot study. International Journal of Wine Business Research, 23(2), 145-160. http://doi.org/10.1108/17511061111143007.
dc.relation.isbasedon Doyle, C. (2011). A dictionary of marketing. Oxford: Oxford University Press.
dc.relation.isbasedon Fountain, J., & Lamb, C. (2011). Generation Y as young wine consumers in New Zealand: how do they differ from Generation X? International Journal of Wine Business Research, 23(2), 107-124. http://doi.org/10.1108/17511061111142981.
dc.relation.isbasedon Gunay, G. N., & Baker, M. J. (2011). The factors influencing consumers’ behaviour on wine consumption in the Turkish wine market. EuroMed Journal of Business, 6(3), 324-341. http://doi.org/10.1108/14502191111170150.
dc.relation.isbasedon Horva?thova?, P., Bla?ha, J., & C?opi?kova?, A. (2016). R?i?zeni? lidsky?ch zdroju?: nove? trendy. Praha: Management Press.
dc.relation.isbasedon Klapilová Krbová, P. (2016). Generation Y Attitudes towards Shopping: A Comparison of the Czech Republic and Slovakia. Journal of Competitiveness, 8(1), 38-54. http://doi.org/10.7441/joc.2016.01.03.
dc.relation.isbasedon Kotler, P., & Armstrong, G. (2016). Principles of Marketing, 16th Edition. Harlow: Pearson Education Limited.
dc.relation.isbasedon Kotler, P., & Keller, K. L. (2016). Marketing management, 15th Edition. Harlow: Pearson Education Limited.
dc.relation.isbasedon Lake, L. (2009). Consumer Behavior For Dummies. Hoboken, NJ: Wiley Publishing, Inc.
dc.relation.isbasedon Lategan, B. W., Pentz, C. D., & Preez, R. D. (2017). Importance of wine attributes: a South African Generation Y perspective. British Food Journal, 119(7), 1536-1546. http://doi.org/10.1108/bfj-09-2016-0420.
dc.relation.isbasedon Noble, S. M., Haytko, D. L., & Phillips, J. (2009). What drives college-age Generation Y consumers? Journal of Business Research, 62(6), 617-628. http://doi.org/10.1016/j.jbusres.2008.01.020.
dc.relation.isbasedon Olsen, J. E., Thach, L., & Nowak, L. (2007). Wine for My Generation: Exploring How US Wine Consumers are Socialized to Wine. Journal of Wine Research, 18(1), 1-18. http://doi.org/10.1080/09571260701526816.
dc.relation.isbasedon Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2014). Consumer Behaviour. Frenchs Forest NSW: Pearson Australia.
dc.relation.isbasedon Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior. Harlow: Pearson Education Limited.
dc.relation.isbasedon Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer Behaviour: A European Outlook. Harlow: Pearson Education Limited.
dc.relation.isbasedon Schwartz, J., Hole, D., & Zhong, L. (2010). Talking about Whose Generation? Why Western generational models can't account for a global workforce. Deloitte University Press. Retrieved June 27, 2018, from: https://www2.deloitte.com/insights/us/en/deloitte-review/issue-6/talking-about-whose-generation-ages-and-attitudes-among-the-global-workforce.html.
dc.relation.isbasedon Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2010). Consumer Behaviour: A European Perspective. Harlow: Prentice Hall/Financial Times.
dc.relation.isbasedon Stanciu, S., & Neagu, T. (2014). The Factors Influencing Consumers’ Behaviour on Wine Consumption in the Moldovan Wine Market. Risk in Contemporary Economy, 1(1), 406-418.
dc.relation.isbasedon Straková, A. (2017). Výroční zpráva Vinařského fondu za rok 2016. Brno: Vinařský fond. Retrieved from: http://vinarskyfond.cz/wp-content/uploads/2017/05/VZ-Vinarsky-fond-2016-web.pdf.
dc.relation.isbasedon Treloar, P., Hall, C. M., & Mitchell, R. (2004). Wine tourism and the generation Y market: any possibilities?. Presented at the CAUTHE 2004: Creating Tourism Knowledge. 1-27.
dc.relation.isbasedon Veselá, J., & Zich, R. (2015). The Country-of-Origin Effect and its Influence on Consumer’s Purchasing Decision. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2), 667-673. http://doi.org/10.11118/actaun201563020667.
dc.relation.isbasedon VinIntell. (2013). Future Scenarios for the South African Wine Industry: Part 5 - Generation Y: the new market colossus. SAWIS. Retrieved from: http://www.sawis.co.za/info/download/VinIntell_June_2013_part_5_issue_16.pdf.
dc.rights CC BY-NC
dc.subject consumer behaviour en
dc.subject Generation Y en
dc.subject wine en
dc.subject wine factors en
dc.subject the Czech Republic en
dc.subject.classification G34
dc.subject.classification M12
dc.title Factors influencing consumer behaviour of Generation Y on the Czech wine market en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2019-4-010
dc.identifier.eissn 2336-5604
local.relation.volume 22
local.relation.issue 4
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 145
local.citation.epage 161
local.access open
local.fulltext yes
local.filename EM_4_2019_10


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace

Advanced Search

Browse

My Account