Chování spotřebitele na trhu s vínem v České republice

Matějková, V. Consumer Behavior on the Wine Market in the Czech Republic. Diploma thesis. Brno: Mendel University in Brno, 2020. The Diploma thesis deals with the behavior of consumers aged 18-26 on the wine market in the Czech Republic. It includes an analysis of the wine industry, detailing the development of production and consumption of this commodity in the Czech Republic and comparing these indicators with the situation in selected countries of the European Union. The analysis of the behavior of a given segment of consumers and identification of preferences, habits and other factors that influence it makes up an essential part of the thesis. The performed analysis along with results from the survey provide data for suggested recommendations concerning marketing communication in the small winery sector in the Czech Republic