Consumer segmentation on the Czech beer market

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