Analýza spotřebitelského chování na maloobchodním trhu balených vod

Abstract

This Bachelor's Thesis is concerned with analysis on the off-trade bottled water market. Chapter 2 describes the product, the brands of bottled water and macroenvironment on the Czech market. In Chapter 3 the theoretical background of the consumer decision process is explained. Chapter 4 includes methodological basis of the bottled water market research. Chapter 5 deal with the analysis of the consumer behaviour on the bottled water market. The analysis shows, that the most consumers favours buying of bottled water before drinking tap water. The best known brand is Mattoni, which is also frequently purchased. The analysis also showed that the consumers on the bottled water market are price sensitive.