Analýza spotřebitelského chování na trhu piva

Abstract

This thesis focuses on analyzing consumers' behavior in the beer market. The aim of the thesis was to characterize consumers' behavior in purchasing and consuming beer. The specific objectives were to determine preferences regarding beer brands, the types of beer purchased, the extent of beer consumption, and where it is consumed. The data collection method chosen was electronic surveying, with 179 respondents participating. The research found that taste, alcoholic content, and brand were important factors for respondents when purchasing beer. The beer brands chosen by respondents most were Radegast and Pilsner Urquell. The types of beer chosen by respondents included pale lagers and also pilsners. Most respondents drink beer once a week and they prefer to drink it in a pub or bar with their friends.