A Cross-Cultural Analysis of Consumer Behaviour on the Indian and Czech Beer Markets

Bineesh Bino

Master's thesis

Abstract:

The beer industry is a vital global industry, with annual sales of $294.5 billion. Many countries spend a lot of money on alcohol each year, and beer is the most commonly consumed beverage globally.. It is also the third most popular beverage in the world, after water and tea.. The analysis of consumers and their tastes can help companies bring new beer brands to market, and knowing the psychological dimensions of consumers can be a crucial factor in this regard.This paper aims to analyze customer behavior in the beer industry. The key aim is to look at how market behavior varies between India and the Czech Republic due to cultural differences.I examine the relationship between market ethnocentrism and attitudes of Czech and Indian consumers toward international beer brands, with a specific emphasis on whether demographic variables influence Czech customers' ethnocentric tendencies. The participants in this research were adult consumers from the Czech Republic and India.The research is focused on an online poll that was conducted in both countries. The results suggest that cultural categories significantly influence customer behavior’s discussed features (frequency of beer consumption, beer criteria preference, brand loyalty, brand switching).I distribute the thesis questionnaire through social media applications like Facebook, Instagram, WhatsApp and email. I got 100 responds,50 each from India and Czech republic.

Abstract:

The beer industry is a vital global industry, with annual sales of $294.5 billion. Many countries spend a lot of money on alcohol each year, and beer is the most commonly consumed beverage globally.. It is also the third most popular beverage in the world, after water and tea.. The analysis of consumers and their tastes can help companies bring new beer brands to market, and knowing the psychological dimensions of consumers can be a crucial factor in this regard.This paper aims to analyze customer behavior in the beer industry. The key aim is to look at how market behavior varies between India and the Czech Republic due to cultural differences.I examine the relationship between market ethnocentrism and attitudes of Czech and Indian consumers toward international beer brands, with a specific emphasis on whether demographic variables influence Czech customers' ethnocentric tendencies. The participants in this research were adult consumers from the Czech Republic and India.The research is focused on an online poll that was conducted in both countries. The results suggest that cultural categories significantly influence customer behavior’s discussed features (frequency of beer consumption, beer criteria preference, brand loyalty, brand switching).I distribute the thesis questionnaire through social media applications like Facebook, Instagram, WhatsApp and email. I got 100 responds,50 each from India and Czech republic.

Keywords

Beer Market, Beer consumption, Consumer Behavior, Customer Satisfaction, Brand, Brand Loyalty, Customers

Keywords

Beer Market, Beer consumption, Consumer Behavior, Customer Satisfaction, Brand, Brand Loyalty, Customers

Language used: English

Date on which the thesis was submitted / produced: 23. 4. 2021

Thesis defence

• Date of defence: 26. 8. 2021
• Supervisor: Markéta Zajarošová
• Reader: Jan Kadlec

VSB – Technical University of Ostrava

Ekonomická fakulta

Master programme / field:
Ekonomika a management / Marketing a obchod