The diploma thesis seeks to conceptualize the problematic of the influence of var-ious factors on Millennial generation of wine consumers in the Czech Republic and Slovakia. The literature review provides thorough insight into the factors af-fecting purchasing behaviour with a focus on specifics of examined generational cohort. The main source of information for the analysis of respective markets was a questionnaire survey conducted in October 2016. The research works with a sample comprising of 636 respondents from the Czech Republic and 356 from Slovakia further complemented by focus group (n=8). The findings of this study were used to formulate recommendations for wine producers and marketers.
Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:431938 |
Date | January 2017 |
Creators | Vičík, Jakub |
Source Sets | Czech ETDs |
Language | English |
Detected Language | English |
Type | info:eu-repo/semantics/masterThesis |
Rights | info:eu-repo/semantics/restrictedAccess |
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