Analýza spotřebitelského chování na trhu piva

Abstract

This diploma thesis was concerned with analysis of consumer behaviour on the beer market. The aim of my work was the research of situation on the beer market, understandings aspect of shopping behavior customer’s, who consume beer and also findings of consumer’s preferences and factors, affecting consumer’s behavior. I devoted part of the survey to analysis of Ostravar brewery products.

In the theoretical part of this paper, I was explaining theoretical findings regarding customer’s behaviour. In the practical part, I performed a marketing survey in the form of questionnaire, analyzed the results and proposed recommendations not only for all producers of beer generally, but especially for local producer of beer, Ostravar brewery.

The result of the survey has shown, that czech consumers of beer understand beer as a common part of their lives, they drink it several times a week during various activities and they prefer particularly 10˚, 12˚, yeast, flavoured, fruity and non-alcoholic beer. Most popular beer became the Ostravar brand. Consumers of this brand are mostly satisfied with products and activities of the brewery. There are only several complaints because of the weak promotion, the company should definitely improve. If they do so, they gain new customers in the first place, and make also the existing customers happier.