Analýza spotřebitelského chování zákazníků na trhu vína

Abstract

The aim of this thesis was using the marketing survey to analyze how consumers behave in the purchase and consumption of wine. The thesis is divided into seven sections and begins with an introduction. In the second part is characterized by a family winery, where research is done, but also its marketing mix, macro and micro. The third section focuses on issues dealing with consumer behavior and the factors that influence consumers when buying and according to what they decide. Another part of the methodology, which includes the preparation and implementation phases. The practical part includes the actual marketing research and its results based on the processing of proposals and recommendations for wine.