Mezinárodní srovnání spotřebitelského chování na trhu piva

Abstract

Topic of the diploma thesis is International Comparison of Consumer Behaviour on the Beer Market in Czech Republic and Canada. The aim of the work is to describe the differences between the cultures. Simultaneously label the customer’s characters, which are reflected in the purchase and consumption process. Theoretical part focuses on knowledge of the professional literature about consumer behaviour. Practical part applies that knowledge into the practice. The results of the analysis will be used for potential instruction for marketing communication strategies on the beer market.