Thesis (M.A.)--University of Toronto, 2005. / Includes bibliographical references (leaves 48-51).

The goal of the master's thesis is to find out similarities or differences among consumers in the Czech beer market by using primary and secondary research and content analysis. The thesis contains two parts, the theoretical and the practical one. Market segmentation, marketing research and Czech beer market are described in the theoretical part. The practical part includes market segmentation by using secondary data (agency data MML-TGI with Data Analyzer software), primary data (own research with SPSS software) and content analysis of print advertisements. Segmentation is realized by variety of methods, e. g. cluster and factor analysis, general analysis, contingency tables, MCART analysis, media neutral quintiles etc. Post hoc segmentation (forward and backward) is used in this thesis. At the end of this master's thesis detected segments are characterized and marketing suggestions for each of them are stated.