Analýza spotřebitelského chování na trhu kolových nápojů ve vybraných zemích

Abstract

The aim of this research is to analyze consumer behavior on the cola drinks in two selected countries - the Czech Republic and Spain. In particular, the reasons for consuming cola beverages, associations connected with them, the role of reference groups and other factors that influence the decision-making process when it comes to cola beverages are examined. In addition, this work explores the differences in consumer behavior between three generations - Generation X, Millennials and Generation Z. This research attempts to demonstrate how internal and external factors can influence the decision-making process in intergenerational and intercultural contexts. To achieve these goals, primary data were collected through an online questionnaire. Subsequently, ANOVA and Chi-square tests were performed to determine the dependence between the selected variables. Overall research results suggest that there are differences in the rationales, frequency and place of consumption of the cola drinks, or the role of the reference groups between different generations and countries.