Analýza postojů spotřebitelů na trhu s vínem

Abstract

The aim of the thesis is to analyze the Czech wine market, especially the overall customer buying behavior. Furthermore, the customer’s preferences regarding the types of wine, wine-selling stores and drinking occasions were studied. The data were collected based on personal interviews in a group of two hundred respondents. In conclusion, it was suggested that the wine-sellers should use the sales support more effectively and participate at social and cultural events in order to present and sell their wine.