The main objective of the thesis was to divide the Generation Y, a group of young people between 18 and 32 years, into segments depending on the types of alcoholic beverages consumed. Subsequently the aim was to recommend for these segments suitable product innovation for the Czech market of alcoholic beverages. By analyzing secondary data in MML-TGI there were identified four segments with usage of factor and cluster analysis. The segments are: Rather...something lighter, Beer and shots, Liquorer and Wine and sweeter drinks. Then a structured questionnaire was created by using qualitative research (group discussions with the specified age group) and afterwards used for quantitative research. Data gained in the research was divided into equal segments which were identified in MML-TGI data and then there were recommended suitable product innovations in the branch of alcoholic beverages based on the preferences of the respondents identified in the research.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:151498 |
| Date | January 2012 |
| Creators | Adámková, Lenka |
| Contributors | Koudelka, Jan, Štěpán, Jakub |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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