Analýza nákupního chování na trhu piva

Abstract

The title of my master thesis is: The analysis of consumer beahaviour on the beer market. The aim was to find out, analyze and evaluate factors affecting consumer shopping behaviour on this market. The introduction is about characteristics of the beer market. I have mentioned the basic knowledge about beer, the world beer market situation, also the Czech and Slovak beer market situation and the Heineken company characteristics. There is some theoretical knowledge in the next part and also some information about customer purchase behaviour. The aim of the practical part was to make a preparation, implementation and evaluation of the marketing research done by questionnaire. Thanks to the research I discovered the shopping habits of the customers and the most important criteria for beer purchase.