Typologie zákazníků na trhu piva

Abstract

The diploma thesis deals with the analysis of consumer behaviour in the beer market and its main aim is to design the typology of customers in this market. The thesis is divided into two main parts, theoretical and practical. The theoretical part defines the starting points of consumer behaviour and characterizes the beer market. The practical part of the thesis involves the methodology of the thesis, the analysis of the results of the questionnaire survey, which was carried out online in the form and the design of customer typology based on cluster analysis. The newly created customer groups are given their characteristics, which are followed by recommendations for beer producers and sellers.