Preferences and motives of young generation towards consumption of gin&tonic supplemented with different kind of herbs

Bc. Tomáš Hanus, DiS.

Diplomová práce

Abstract:

This thesis was in general focused on aspects of gin & tonic drink consumption, with its most traditional way of drinking mixed with tonic water that has recently witnessed the significantly growing interest amongst the consumers.The aim of the study was to bring new insight on this topic via understanding preferences and motives towards gin & tonic consumption in the Czech Republic as a part of behavioural process of consumer in selecting concrete form of this variable drink.The data were obtained directly at the place of purchase in the bar specialized in selling just gins and tonics in Prague, Czech Republic. First tool was questionnaire survey demanding data in the quantitative way. Then based on the gained information from the consumer we asked via semi structured interview to reach more specific details about preferences and motives towards consumption.We found out that men drink more volume and more often than women. The main reason of demand was the specific taste of this kind of a drink, respectively for both genders the variety of different taste profile supplemented with herbs for example.More likely followed the new findings based on interviews that its non-synthetic nature ingredients are the key factors in consumer decision making process over the other alcoholic drinks like e.g. in combination with energy drinks. Related finding was fact that people look for natural, non-synthetic or home-made status of the products. And finally consumers are affected by currently popular trends (fashionable meaning) on social networks in the way of reaching active promo by gin and tonic brands or self-identification with other influencers.

Keywords

consumer preferences, alcohol, gin, tonic, young generation, Prague

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 5. 2018

Obhajoba závěrečné práce

• Vedoucí: Ing. Vladimír Verner, Ph.D.

Česká zemědělská univerzita v Praze

Fakulta tropického zemědělství

Magisterský studijní program / obor:
Tropické zemědělství / International Development and Agricultural Economics