This thesis is focused on the influence of perception of brand and origin of beer on consumer behavior. Theoretical part elaborates on the characteristics of beer, history of brewing industry and beer production. The next part is oriented on current beer market from the view point of supply and demand in the Czech Republic with regards to current beer assortment and the best selling brands on domestic market. The following part is dedicated to characteristics of consumer behavior during beer purchasing and to main factors that influence consumers in the process of beer purchasing. The original part of the thesis is based on the questionnaires that were filled out by beer consumers. The aim of the practical part is to evaluate the influence of perception of brand, quality and origin of beer on consumer behavior in the Czech Republic. The conclusion of the thesis, based on the questionnaires, are recommendations for vendors and producers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259838 |
| Date | January 2016 |
| Creators | Vavřincová, Dominika |
| Contributors | Šánová, Petra, Markéta, Markéta |
| 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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