| Popis: |
Lorencová, K., Consumer behaviour on the market of non-alcoholic beverages. Diploma thesis. Brno: Mendel University, 2019. This diploma thesis deals with consumer behaviour on the market of non-alcoholic beverages in the Czech Republic. Thesis examines consumer behaviour, the Czech and foreign markets of non-alcoholic beverages, determines the development of consumption of non-alcoholic beverages, preferences, attitudes and opinions of consumers. It primarily focuses on identifying the factors that affect consumers most in a given market. Techniques that are used in the thesis are marketing research, namely questionnaire survey (n = 503) and cluster analysis. The output of this thesis is the determination of the main factors influencing consumer behaviour in the non-alcoholic beverages market, which are previous experience associated with the taste of the drink, reduced price and quality. Another output is segment characteristics and suggestions for sellers of non-alcoholic beverages to increase their sales. |
