Analýza spotřebitelského chování na trhu nealkoholických sycených nápojů

Abstract

This bachelor’s thesis focuses on the analysis of consumer and purchasing behavior in the market of non-alcoholic carbonated beverages. The aim of the thesis was to identify the main factors influencing consumers’ decision-making when selecting and purchasing these beverages, as well as to analyze their preferences and buying habits. The research was conducted through an online questionnaire survey, in which 248 respondents aged 18 to 75 participated. The analysis of the results showed that these beverages represent rather a supplementary part of the drinking regime for most consumers, and their consumption is often associated with specific situations such as meals, relaxation, or social activities. Taste was identified as the most important factor when choosing a beverage, followed by price, promotional offers, and product availability. The results further indicate a relatively low level of brand loyalty, as consumers are willing to choose alternatives if their preferred beverage is unavailable. At the same time, there is a growing interest in beverage composition and a preference for products with lower sugar content, which is related to the trend of a healthier lifestyle. Based on the obtained data, suggestions and recommendations were formulated for manufacturers and retailers of non-alcoholic carbonated beverages, aiming to respond more effectively to consumer preferences and strengthen their competitiveness in the market.