Analýza postojové věrnosti na trhu piva
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Vysoká škola báňská – Technická univerzita Ostrava
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Abstract
The aim of this master thesis is to examine attitude loyalty to the brand in the Czech beer market among generations Z, Y and X. The thesis examines consumer behavior in the Czech Republic with a focus on loyalty and identifies factors that affect trends in loyalty between selected generations. Data collection for the research was performed using a questionnaire survey. The research results were analyzed in IBM SPSS Statistics and Microsoft Excel using the 1st and 2nd degree. Factor analysis was used to identify key factors that influence fidelity building. The results of this thesis may be useful for breweries, beer companies, restaurants, pubs and retail units.
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beer, brewery, loyalty, brand, Pilsner Urquell, Budweiser Budvar, Radegast, Staropramen, Gambrinus, generations X, Y and Z, consumer behavior, beer market, beer consumption, building loyalty, consumer, factor analysis