This master thesis focuses on consumers on the Czech beer market. The main objective is to get knowledge of current consumers through a qualitative research. Based on the most important tendencies I will carry out a segmentation of the market. As a result, profiles of main consumer types will be identified. Deep knowledge about current consumers will provide valuable recommendations for developing optimal communication strategy. I will especially concetrate on attitudes to advertisements and main elements of advertising campaigns.
Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113162 |
Date | January 2011 |
Creators | Brom, Jaroslav |
Contributors | Postler, Milan, Mikeš, Jiří |
Publisher | Vysoká škola ekonomická 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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