Interkulturní rozdíly ve spotřebitelském chování na trhu piva

Abstract

The aim of this thesis is to analyze intercultural differences in consumer behaviour on the Czech and Belgian beer market. The partial goal is to identify consumer behaviour and their attitudes towards beer. The comparison of differences between these two markets is described further. The thesis analyzes consumption of beer, especially frequency, places of consumption and opportunities to the consumption of beer. These consumer attitudes are further examined, depending on gender, age, country and frequency of consumption. To achieve these goals, primary data were collected through online and personal interviewing. These data were used to test the dependence of two different variables. The results showed statistically significant values and it can be deduced that there are intercultural differences in consumer behaviour of the Czech and Belgian beer markets.