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

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dc.contributor.authorNěmcová, Jana
dc.contributor.authorStaňková, Pavla
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2019-11-28T10:20:14Z
dc.date.available2019-11-28T10:20:14Z
dc.description.abstractConsumer 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.formattext
dc.identifier.doi10.15240/tul/001/2019-4-010
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/154269
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectconsumer behaviouren
dc.subjectGeneration Yen
dc.subjectwineen
dc.subjectwine factorsen
dc.subjectthe Czech Republicen
dc.subject.classificationG34
dc.subject.classificationM12
dc.titleFactors influencing consumer behaviour of Generation Y on the Czech wine marketen
dc.typeArticleen
local.accessopen
local.citation.epage161
local.citation.spage145
local.facultyFaculty of Economics
local.filenameEM_4_2019_10
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue4
local.relation.volume22
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