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Neuromarketing and the decision-making process of the generation Y wine consumers in the Slovak Republic

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dc.title Neuromarketing and the decision-making process of the generation Y wine consumers in the Slovak Republic en
dc.contributor.author Němcová, Jana
dc.contributor.author Berčík, Jakub
dc.relation.ispartof Potravinarstvo Slovak Journal of Food Sciences
dc.identifier.issn 1338-0230 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
utb.relation.volume 13
utb.relation.issue 1
dc.citation.spage 38
dc.citation.epage 45
dc.type article
dc.language.iso en
dc.publisher HACCP Consulting
dc.identifier.doi 10.5219/1018
dc.relation.uri http://www.potravinarstvo.com/cislo_casopisu/neuromarketing-and-the-decision-kaking-process-of-the-generation-y-wine-consumers-in-the-slovak-republic/
dc.subject Consumer behaviour en
dc.subject Decision-making process en
dc.subject Generation Y en
dc.subject Slovak Republic en
dc.subject Wine factor en
dc.description.abstract In recent years, interest in scholarly research on buying behaviour of Generation Y has grown. However, studies are mainly realized abroad and many of them deal with this issue in general. The purpose of this paper is to identify the factors influencing the decision-making process of the Generation Y customers in the selection of wine in the Slovak Republic. A total of 21 respondents participated in the survey. Eye-tracking and a questionnaire were selected for research. For processing and evaluating the eye-tracking research, the Gazepoint Analysis UX Edition software and Microsoft Excel were used. For statistical data analysis, the Kruskal-Wallis test and Spearman's non-parametric test were performed. Based on the results of the questionnaire and the testing, a label was the most important factor. Differences were noted at the moment of examining the information on a label. The most important factor determined by the questionnaire survey was variety, or vintage year, but by using measurement, the most important factor was label design. With regard to bottle shape, the most preferred was the Bordeaux type of bottle. Testing was carried out in laboratory conditions that only simulated the real selection of wine. This could have caused the difference between conscious decision-making and unconscious visual attention. Therefore, in the future, it is recommended to carry out similar research using a mobile eye camera to realize the test with real wine bottles. It is also assumed to involve other methods to obtain information about real attention of the tested probands. The presented research provides information for winegrowers and merchants who can improve their products and communicate effectively with customers. Findings are particularly beneficial because this research is among the first carried out in this area and it was not based only on conscious participation of respondents, but also on unconscious perception, because a deeper understanding of unconscious influences, that shape consumer's decision, helps to better understand consumer's behaviour. © 2019 Potravinarstvo Slovak Journal of Food Sciences. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008625
utb.identifier.obdid 43880451
utb.identifier.scopus 2-s2.0-85063998581
utb.source j-scopus
dc.date.accessioned 2019-07-08T11:59:59Z
dc.date.available 2019-07-08T11:59:59Z
dc.rights Attribution 3.0 International
dc.rights.uri http://creativecommons.org/licenses/by/3.0/
dc.rights.access openAccess
utb.contributor.internalauthor Němcová, Jana
utb.scopus.affiliation Tomas Bata University in Zlín, Faculty of Management and Economics, Department of Management and Marketing, Mostní 5139, Zlín, 760 01, Czech Republic; Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, Nitra, 949 76, Slovakia
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