Intergenerational difference in consumer behaviour on beer brand preferences in India
| dc.contributor.author | Rai, Vivek | |
| dc.contributor.editor | Martinčíková Sojková, Olga | |
| dc.date.accessioned | 2025-02-19T09:45:17Z | |
| dc.date.available | 2025-02-19T09:45:17Z | |
| dc.date.issued | 2024 | |
| dc.description.abstract-translated | The Indian beer market has witnessed steady growth, influenced by shifting consumer preferences shaped by age, social norms, and product attributes. This study examines intergenerational differences in beer brand preferences in New Delhi, focusing on how selected factors such as taste, quality, and value for money influence consumer choices across age groups. Using a snowball sampling technique, a structured questionnaire was distributed to individuals who frequently visit bars, beer shops, and restaurants in New Delhi, providing focused insights into local beer consumption behaviours. The collected data were analysed using descriptive statistics and contingency table tests of independence to identify significant trends between age demographics and beer preferences. Results indicate that beer consumption in New Delhi is predominantly male dominated, with older age groups showing higher consumption rates than younger ones. Lager, wit, and pils are the most popular beer types, with ale also favoured among older consumers. Taste, quality and value for money also stand out as important factors influencing brand preference These insights are valuable for brewers and marketers seeking to tailor products and strategies to diverse consumer segments within New Delhi’s vibrant beer market, with potential implications for understanding broader trends across India. These results will be followed up by further research with a larger number of respondents, extended also to beer markets in the Czech Republic and Slovakia, | en |
| dc.description.sponsorship | This paper was written with the support of a Student grant competition of the VSB – Technical university of Ostrava, specifically the project “Digitální transformace v řízení podniků”, SP2024/028. | en |
| dc.format | 11 s. | cs |
| dc.format.mimetype | application/pdf | |
| dc.identifier.isbn | 978-80-261-1271-6 | |
| dc.identifier.uri | http://hdl.handle.net/11025/58291 | |
| dc.language.iso | en | en |
| dc.publisher | Faculty of Economics University of West Bohemia | en |
| dc.rights | © Authors of papers | en |
| dc.rights.access | openAccess | en |
| dc.subject | spotřebitelské chování | cs |
| dc.subject | preference značek piva | cs |
| dc.subject | meziregionální rozdíl | cs |
| dc.subject | generace X, Y a Z | cs |
| dc.subject | technika sněhové koule | cs |
| dc.subject.translated | consumer behaviour | en |
| dc.subject.translated | beer brand preferences | en |
| dc.subject.translated | interregional difference | en |
| dc.subject.translated | enerations X | en |
| dc.subject.translated | Y and Z | en |
| dc.subject.translated | snowball sampling technique | en |
| dc.title | Intergenerational difference in consumer behaviour on beer brand preferences in India | en |
| dc.type | konferenční příspěvek | cs |
| dc.type | conferenceObject | en |
| dc.type.status | Peer reviewed | en |
| dc.type.version | publishedVersion | en |
| local.files.count | 2 | * |
| local.files.size | 703970 | * |
| local.has.files | yes | * |
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