Analýza postojové věrnosti na trhu kolových nápojů

Abstract

The topic of this diploma thesis is to analyze the attitude loyalty on the cola drinks market in two different geographical areas - in the Czech Republic and Spain. The main aim of this study is to analyze which segmentation variables influence the tendency towards attitude loyalty and at the same time to identify the key and minor factors that influence the choice of the cola drink brand. In addition, this research examines the differences in attitude loyalty between two generations - Generations Y and Z. Also, the goal is to analyze price thresholds for cola drinks brands in selected countries. In order to achieve the set goals, primary data were collected through an online questionnaire. To determine dependence between the selected variables, Chi-square and ANOVA tests were applied, along with cluster and factor analysis. Overall research results suggest that there are intercultural and intergenerational differences in the frequency of cola drinks consumption, price sensitivity and brand loyalty in different model situations. Simultaneously research has shown that there are three key factors on the cola drinks market that help to build attitude brand loyalty.