Analýza spotřebitelského chování na trhu piva

Abstract

The diploma thesis discusses Consumer Behaviour on the Beer Market in the Czech Republic. The goal was to identify the key factors that influence customers purchasing beer. Partial goals were to determine what type of beer and packaging consumers buy most often, which beer brands are most preferred, how often and where beer is consumed, how much money is spent on beer per month and what selection criteria are applied to beer. The partial goals also included the question whether consumers acknowledged new types of beer on the market and whether the Covid-19 pandemic had somehow changed Consumer Behaviour on the market. The theoretical part of the thesis explains the concepts related to Consumer Behaviour and introduces the characteristics of the Beer Market. The practical part describes the data collection methodology and analyses the results of a questionnaire survey conducted on a sample of 237 respondents. Proposals and recommendations for beer producers on the Czech market are also presented.