TBU Publications
Repository of TBU Publications

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

DSpace Repository

Show simple item record


dc.title Factors influencing consumer behaviour of generation Y on the Czech wine market en
dc.contributor.author Němcová, Jana
dc.contributor.author Staňková, Pavla
dc.relation.ispartof E & M Ekonomie A Management
dc.identifier.issn 1212-3609 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
utb.relation.volume 22
utb.relation.issue 4
dc.citation.spage 145
dc.citation.epage 161
dc.type article
dc.language.iso en
dc.publisher Technical Univ Liberec
dc.identifier.doi 10.15240/tul/001/2019-4-010
dc.relation.uri http://www.ekonomie-management.cz/en/archiv/search/detail/1667-factors-influencing-consumer-behaviour-of-generation-y-on-the-czech-wine-market/
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.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 X-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
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1009524
utb.identifier.obdid 43880636
utb.identifier.scopus 2-s2.0-85084229203
utb.identifier.wok 000500931600010
utb.source J-wok
dc.date.accessioned 2020-01-09T10:31:42Z
dc.date.available 2020-01-09T10:31:42Z
dc.description.sponsorship Internal Grant Agency of FaME TBU [IGA/FaME/2016/009]
dc.rights Attribution-NonCommercial 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc/4.0/
dc.rights.access openAccess
utb.ou Department of Management and Marketing
utb.contributor.internalauthor Němcová, Jana
utb.contributor.internalauthor Staňková, Pavla
utb.fulltext.affiliation Jana Němcová, Pavla Staňková Tomas Bata University in Zlín Faculty of Management and Economics Department of Management and Marketing Czech Republic jnemcova@utb.cz Tomas Bata University in Zlín Faculty of Management and Economics Department of Management and Marketing Czech Republic stankova@utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship This paper was written with support from the Internal Grant Agency of FaME TBU No. IGA/FaME/2016/009 ‘The Use of New Marketing Trends for Increasing of Companies’ Performance in Selected Areas of Economy‘.
utb.wos.affiliation [Nemcova, Jana; Stankova, Pavla] Tomas Bata Univ Zlin, Fac Management & Econ, Dept Management & Mkt, Zlin, Czech Republic
utb.scopus.affiliation Tomas Bata University in Zlín, Faculty of Management and Economics Department of Management and Marketing, Czech Republic
utb.fulltext.projects IGA/FaME/2016/009
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.ou Department of Management and Marketing
utb.fulltext.ou Department of Management and Marketing
utb.identifier.jel G34
utb.identifier.jel M12
Find Full text

Files in this item

Show simple item record

Attribution-NonCommercial 4.0 International Except where otherwise noted, this item's license is described as Attribution-NonCommercial 4.0 International