Analýza preferencí spotřebitele na trhu piva

Abstract

The focus of this diploma thesis was to analyse consumer behaviour in the beer market and to determine customer preferences of a specific brand of beer, namely Zubr beer. The aim of this thesis was to determine the preferences of all respondents and to compare these preferences among respondents of Olomouc and Zlín Region. A survey has been carried out in order to determine the most popular product of Přerov Brewery, respondents' opinions on beer quality, their price evaluation, the reasons for buying beer or respondent’s favourite brand of beer, etc. A brief characteristic of Zubr Brewery, Inc. is to be found in the first part of the thesis. Theoretical background information is explained in the second chapter. The main concepts in this chapter include consumer behaviour and its models, as well as factors affecting consumer behaviour, psychological factors and typology of consumers. The research is based on the evaluation of a questionnaire and makes up the most important part of the thesis. The research is followed up by the final chapter which contains suggestions and recommendations, compiled on the basis of the survey results.