Vliv země původu na rozhodování spotřebitele o koupi nápojů

Abstract

The aim of the thesis on the topic of The Country of Origin Impact on Consumer´s Purchase Decision for Beverages was to determine whether the indication of the country of origin in the decision-making process of consumers to buy beverages influences consumer’s decision and how big the effect is. The theoretical part of the work is devoted to theoretical basis of consumer’s decision-making process and the characteristics of the beverage market in the Czech Republic. The practical part focuses on the data analysis in the research realised by questionnaire survey. The final sample consisted of 200 respondents from Zlin and the Moravian-Silesian Regions. The survey showed that the country of origin is important to consumers to some extent, but the importance of this factor varies across the categories of beverages under review. Using cluster analysis, five consumer segments were identified based on country of origin attitudes.