Factors Affecting Generations X and Y when Choosing Beer Products

Student: Malysheva Elizaveta

Educational Programme: Integrated Communications (Master)

Final Grade: 8

Year of Graduation: 2018

This work present the factors Affecting Generations X and Y when Choosing Beer Products. Internal and external factors influencing the choice of beer and their significance for different generations are considered in detail. Therefore "theory of generations", the possibilities of its application in this context and its criticism are also discussed. After the analysis of the research were identified the perception of the factors influencing a choice of generations "X" and "Y". The results obtained in the research can be used by marketers to improve the understanding of their audience and enhance the effectiveness of the advertising campaign aimed at promoting alcoholic beverages.

Full text (added May 14, 2018)

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