Intercultural Contextual Differences of Wine Consumption

Abstract

Intercultural Contextual Differences of Wine Consumption is the topic of this diploma thesis. In the theoretical part, there basic issues of consumer behavior are described with a focus on segmentation and influencing factors of consumer behavior. The wine market of France and Czech Republic is described as well as elementary trends of the global market. In practical part, the quantitative research was conducted to get a context of consumption of wine in selected markets and to map attitudes and preferences of the respondents. The goal of this thesis is to provide information about wine consumers so that segments can be created to be used in targeted marketing.