Analýza spotřebitelského vnímání podpory prodeje v prodejním kanálu on-trade

Abstract

This diploma thesis deals with the analysis of consumer perception of sales promotion in the on-trade sales channel in the Czech Republic. The main goal of this work was to analyze the consumer perception of sales promotion and then, based on this analysis, to suggest possible consumer segments. The first chapter of this thesis describes the theoretical basis of consumer behavior, consumer perception, sales promotion, on-trade sales channel and segmentation. The second chapter focuses on the characteristics of the brewing company (Plzeňský Prazdroj, a. s.), while the third chapter of this work deals with the methodology of data collection. This chapter is followed by the chapter of analysis of research results, which contains detailed results of the questionnaire survey, but also the results of factor and cluster analysis. The last chapter of this thesis consists of proposals and recommendations, which contain proposals for consumer segments and final recommendations for the brewing company.