Analýza postojové věrnosti na trhu energetických nápojů

Abstract

The topic of this diploma thesis is to analyse the attitude loyalty on the energy drinks market. The main aim of this thesis is to analyse which segmentation variables influence attitude loyalty on the energy drinks market between Generation Y and Z, customer behaviour in the Czech Republic with focusing on loyalty and factors which influence the choice of the energy drink brand. Primary data were collected through an online questionnaire. Based on research information, this thesis contains suggestions for producers and sellers of energy drinks.