Návrh typologie spotřebitelů na trhu vína

Abstract

The main of the thesis was to design the typology of consumers in the wine market and to characterize individual segments. In order to achieve the main objective, it was necessary to analyze the attitudes of consumers and their behavior on the wine market. Partial activity was to analyze, where, on what occasions and with whom wine is consumed. The analysis was performed using quantitative research. The data were carried out by electronic questionnaire. In this thesis, several methods of analysis were performed, the key analysis was factor and cluster analysis. Three consumer segments have been created in the market that were differed not only in their characteristics but also in their consumer behavior. New segments have been named commonplace consumption, non-engaged occasional consumers and demanding wine supporters. The results of the analysis of this thesis can be beneficial for all companies on the wine market. The results could focus on solving the problem, based on the right marketing mix.