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Analýza spotřebního chování návštěvníků Českého pivního festivalu / Analysis of the consumer behavior of the Czech Beer Festival visitors

This thesis is focused on the market research. The basis is an analysis of the consumer behavior of the Czech beer festival visitors. The survey was conducted through the written questionnaires and should show whether the event promotion is effective, which of the used cumminaciation channels have the biggest response and whether the visitors were dis/satisfied and what contributes to it. Basic information about the Czech Beer Festival and about the possible rivals are described in the first part of the thesis. The second and third part is theoretical. It introduces the term of event marketing, integration of this communaciation instrument into the company communacition strategy and basic information about the market research doing through questionnaires. The questions, projection and evaluation of the results are in the fourth part, that is the basic core of this thesis. The overall appraisal and reccomendations for the future are prepared in the last part.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162436
Date January 2012
CreatorsGaudlová, Alena
ContributorsKoudelka, Jan, Černá, Jitka
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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