Spotřební chování na trhu regionálních pivovarů

This thesis deals with the behaviour of consumers in the market of regional industrial breweries and microbreweries. The work is focused on identifying factors that influence not only consumer behaviour in this area but also their preferences and needs. Literature research dealt with the issue of consumer behaviour, the buying decision process and segmentation. Important legal and tax aspects of brewing were defined. The thesis processed a market analysis using secondary data and both quantitative and qualitative primary research methods were used. The quantitative method is represented by a questionnaire survey, which was conducted on a sample of 503 respondents (n = 503). The qualitative research was conducted using semi-structured interviews with representatives of selected regional industrial breweries and microbreweries. The research was conducted in november and december 2013. Based on the results of the investigation, specific recommendations for the selected segment in the Czech Republic were formulated