Spotřebitelské preference distribučních kanálů na trhu piva

Abstract

The bachelor thesis is focused on consumer preferences of distribution channels on the beer market in the Czech Republic and Belgium, namely on the Y generation consumers. Because in both cases there was identified a declining beer consumption in the on-tade segment, where pubs or restaurants selling draft beer belong. The first part of the thesis describes the beer market of the Czech Republic and Belgium. The second part is focused on the theoretical basis of consumer behavior. A quantitative online survey method was used to collect the necessary data, as described in the data collection methodology. The questionnaire contained a total of 18 questions plus 2 filter questions. Through the questionnaire, 420 respondents were obtained from the Czech Republic and 106 from Belgium. The data was processed in the IBM SPSS Statistics program. The research results served to create drafts and recommendations for the on-trade segment and marginally for the off-trade segment (supermarkets or hypermarkets) and beer producers. All drafts and recommendations are shown in the final part of the work. These were mainly related to the offered product and equipment of the company in the on-trade segment.