Analýza postojů spotřebitelů ke značkám českých piv

Abstract

This thesis analyzes consumer attitudes to the three selected brands of Czech beer. In the first chapter there are the theoretical basis for the concept of brand marketing. The next chapter describes the beer, history of beer, composition of beer, beer category, there is also analyzed the Czech beer market and a worldwide beer market. Next chapter concludes microenvironment and macroenvironment beer market. The following is the methodology of research, which is based on the chapter that deals with analyzing the results and their interpretation. The whole work closes the last chapter, which includes suggestions and recommendations for individual brewing companies.