The thesis discusses the analysis of preferences in beer consumption. It is divided into two main parts: the theoretical background and analytical sections. The basic principles such as manufacturing, technology and categorization of beer are explained in the theoretical part. Next the beer market in the Czech Republic is illustrated following with consumer characteristics. It is researched from two different angles. As the first there are marketing factors influencing buying habits of the consumer himself. The other one contains general patterns of food consumption, which are given for the food segment as a whole, and especially for beer consumption. This section is completed with elementary principles of research, questionnaire creation and its evaluation.
The analytical part at the beginning is based on historical and freely available data from the Velké Popovice brewery - Kozel, which are analysed and complemented with predictions. The very core of this section is to evaluate the questionnaire using statistical software Statistica. The first evaluation here uses general hypotheses concerning the beer as a whole. The data concerning only the brewery Kozel build on those general hypotheses. The most important factors affecting beer consumption in general are: gender, monthly income and age. Regarding the brewery Kozel and the influencing factors are above all gender and monthly income, together with the type of beer.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262839 |
| Date | January 2017 |
| Creators | Smetana, Radek |
| Contributors | Hlavsa, Tomáš, Michal, Michal |
| Publisher | Česká zemědělská univerzita v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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