Analýza spotřebitelského chování na trhu s alkoholickými nápoji

Abstract

The aim of this bachelor´s thesis is to analyze and interpret consumer behavior in the alcoholic beverages market. Important task of document is to identify consumer behavior during buying process and consumption of alcoholic beverages, determine causation of this purchase and further analyze different phases of the decision-making process.

Primary data were collected through quantitative method of personal responding by using a questionnaire that was developed for the purpose of the thesis. Thereafter, final data processing and evaluation were executed. An analysis of consumer behavior, that is the core of thesis, should be beneficial for all market subjects as well as for consumers as a source of information.

Usability of consumer behavior analysis results is that could be used as a tool to predict, create, influence and satisfy consumer needs and thus achieve the desired position in the market and sufficient profit. Among other things, similar open study of consumer behavior in the alcoholic beverages market is not available at the moment.

Complete analysis of consumer behavior is very complex set of important factors that explain individual motivations of customers in the purchase and consumption of alcoholic products. In the Slovak market of alcoholic beverages is deficiency of detailed information about consumer behavior and therefore is necessary to provide insight into this issue.