Determinants influencing consumer behaviour in beer market, using the theory of consumption values

Kód výsledku v IS VaVaI

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Nalezeny alternativní kódy

RIV/60461373:22810/18:43916233

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Determinants influencing consumer behaviour in beer market, using the theory of consumption values

Popis výsledku v původním jazyce

The article uses the theory of consumption values to identify the factors affecting decision-making about drinking or not drinking beer on the Czech market of young consumers. According to CVVM (Vinopal, 2009) the share of youngest man, aged 18 -30 years who drink beer declines continously from 92% in 2004 to 84% in 2009, and at the same time shows this age group lower consumption of beer than is the average in those who drink beer. The question is, what kind of motives can lead to such behavior. A project was developed that sought explanations using the &quot;Theory of Market Choice Behavior&quot;. The research, that was carried out on a set of a total of 265 respondents, led to the identification of factors of consumer values, that express the perceived motives influencing the decision about drinking and not drinking beer.

Název v anglickém jazyce

Determinants influencing consumer behaviour in beer market, using the theory of consumption values

Popis výsledku anglicky

The article uses the theory of consumption values to identify the factors affecting decision-making about drinking or not drinking beer on the Czech market of young consumers. According to CVVM (Vinopal, 2009) the share of youngest man, aged 18 -30 years who drink beer declines continously from 92% in 2004 to 84% in 2009, and at the same time shows this age group lower consumption of beer than is the average in those who drink beer. The question is, what kind of motives can lead to such behavior. A project was developed that sought explanations using the &quot;Theory of Market Choice Behavior&quot;. The research, that was carried out on a set of a total of 265 respondents, led to the identification of factors of consumer values, that express the perceived motives influencing the decision about drinking and not drinking beer.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

PROCEEDINGS of the 27th International Scientific Conference Agrarian Perspectives XXVII. Food Safety – Food Security

ISBN

978-80-213-2890-7

ISSN

1213-7960

e-ISSN

2464-4781

Počet stran výsledku

7

Strana od-do

58-64

Název nakladatele

Česká zemědělská univerzita v Praze (ČZU)

Místo vydání

Praha

Místo konání akce

Praha

Datum konání akce

19. 9. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000512313800008