Analýza spotřebitelského chování na trhu piva

Abstract

This diploma thesis is focused on the analysis of consumer behavior in the beer market. The aim of this diploma thesis was to find out what aspects of shopping behavior affect the customer who consumes beer and then to reveal the consumer's consumer preferences. The method of electronic interrogation was chosen for data collection. Statistical methods were used in the data analysis, including the Chi-square test of independence, correlation analysis. During the research, it was found that respondents enjoy the most draft beer, but that they most often buy beer in supermarkets or hypermarkets, but also that they prefer twelve and eleven grade beers and that they are most influenced by beer taste and brand.