Segmentace spotřebitelů na trhu vína

Abstract

The goal is to create groups of respondents, who will then be characterized. Segments are based on the analysis, evaluation and classification of data collected according to specific criteria. The analysis is focused on getting different information of the respondents, regardless of whether they consume wine or not. Whole work is divided into 7 chapters. The first chapter is introduction. Wine market is characterized in the second chapter. The third chapter provides a theoretical segmentation of consumers. Procedures for creating segments are listed in the Methodology of data collection, which is part of forth chapter. The fifth chapter is focused on analitizing and evaluating criteria used to uncover segments. Disclosure and description of segments are located in the sixth chapter. The seventh chapter is a summary of whole work.