Návrh typologie spotřebitelů na trhu s pivem

Abstract

This diploma thesis is focused on the design of typology of consumers on the beer market. Thesis is divided into two main parts, theoretical and practical. Theoretical part of this diploma theses provides an insight into the solved problem from the point of view of market characteristics and theoretical framework. The practical part includes the description of the methodology of the research and is also divided into two parts, preparatory and implementing. Afterward the analysis of the results from the research is done and with help of factor and cluster analysis are designed four different segments of consumers. These are segments of social, regular innovative, traditional and occasional consumers.