Analýza spotřebitelského chování na trhu piva v mezinárodním kontextu

Abstract

Topic of the diploma thesis is Analysis of Consumer Behavior on the Beer Market in the International Context. The aim of the work is to closely analyze preferences and purchasing behavior of consumers on the Czech and Dutch beer market. The aim of this work is also to identify and describe differences in a beer culture of the Czech republic and the Netherlands. Effort will be made in order to describe how different characteristics of consumers influence their behavior, motives, purchases and consumption on the different beer markets. Respondents will be also subjected to intergenerational comparsion in order to accurately describe patterns of behavior as a potential base for making conclusive marketing strategies on the beer market.