Typologie zákazníků na trhu vína

Abstract

This diploma thesis focuses on the creation of a typology of customers on the wine market. The main goal was to propose a typology of customers on this market, and then to develop suggestions and recommendations for retailers, winemakers and also for the different customer groups on the wine market. The research was carried out through an online survey. With the help of cluster analysis, a total of four customer groups were created that are characteristic of the wine market. The results of the research could be used by winemakers and wine shops, which according to the research are considered to be the most preferred place to buy wine. The results could be used to better understand the needs and preferences of customers, as well as to improve marketing communication.