Analýza spotřebitelského chování na trhu vína v České republice a Slovinsku

Abstract

In my diploma thesis I deal with consumer behaviour analysis on the wine markets in the Czech Republic. The aim of this thesis was to analyse the situation of consumer behaviour in both markets. The research brought knowledge about aspects of customers shopping behaviour and also determine consumers preferences and factors that influence consumer behavior. The result is the comparison of both markets as well and identification of the main differences. The research was conducted by using a questionnaire survey carried out in the Czech and Slovenian market. This work includes the basic theoretical background of consumer behaviour, characterization of both wine markets and the methodology of data collection and analysis of consumer behaviour in the wine markets. At the end are described the most interesting results and differences in both wine markets.