Consumer Behaviour Analysis of Generation Y on the Beer Market in the International Context

Abstract

The aim of this study is to examine brand loyalty of Generation Y (born approximately between 1980 – 1995) on the Czech, Hungarian, Polish and Slovak beer market. More specifically, the investigation is focused on impact of demographic variables on loyalty, loyalty behaviour patterns of Generation, application of four-stage loyalty framework and factors that contribute to brand loyalty development. Primary data was collected via questionnaire and then analysed with several statistic tests. The analysis found that Generation Y does not display patterns of loyalty behaviour on the Visegrad four beer market. Hungarian consumers are the most loyal among examined sample, Polish consumers are the least loyal. Gender and education do not directly affect loyalty. Higher income and higher frequency of consumption are associated with higher loyalty. Generation Y’s brand loyalty has not been proven to develop in generally known four-stage sequence. The underlying factors that contribute to loyalty development are product features, customer-brand relationship, self-expression and brand image. Analysis revealed four types of beer consumers in age of Generation Y on the examined market – hidden-value seekers, relationships developers, impression makers and function seekers.