Intergenerational Analysis of Consumer Behaviour on the Beer Market

Abstract

The aim of this study is to examine the level of brand loyalty across two examined age groups and two different European markets and to investigate impact of age and country of residence on brand loyalty. Generation X (approximately 1965 – 1979) and Generation Y (approximately 1980 – 1995) were chosen as a population thanks to different manners of behaviour displayed in the area of brand loyalty. British and Czech beer market was considered appropriate to conduct the research. A questionnaire was used for primary data collection, data was then analysed using several statistic tests. The analysis found significant differences between both age groups in terms of beer brand loyalty; Millennials feel less brand loyal than Generation X, males tend to be slightly more loyal than females and income and education positively affect brand loyalty. Significant difference in brand loyalty across countries was found; Czech Millennials are more brand loyal than British, vice versa Czech Generation X appears to be less loyal than British. A large gap was found within British participants in terms of brand loyalty. This was caused by significantly different attitudes going to either extreme agreement or disagreement on both sides. Czech participants’ loyalty was shown to be subject to slow gradual timing effect. Strong effect of quality (taste) of beer on brand loyalty was proven. Advertising also has influence, but only on Generation Y. Place of beer consumption turned out not to have impact on brand loyalty of British people, vice versa Czechs expressed higher loyalty when in-home drinking in comparison with drinking socially.