Intergenerational Analysis of Consumer Behaviour on the Wine Market

Abstract

The diploma thesis deals with intergenerational analysis of consumer behaviour on the wine market in the Czech Republic and in Germany. The goal of the thesis is to reveal the differences between the consumer behavior of the Generation Y and the Generation X in terms of wine consumption and comparison of the consumer behavior in both examined countries. In the first part of the thesis the theoretical base of consumer behaviour and the analysis of the wine market in both examined countries have been described. The method of online survey has been utilized to gather the primary data. The sample included 1029 respondents. Based on the conducted analysis recommendations regarding the course of action the wine marketers or producers should take in order to attract customers of both generations have been given.