Analysis of beer consumption preferences

This thesis analyzes the preferences of beer consumption. The thesis focuses on finding and subsequent evaluation of the factors that can significantly influence consumer behavior in the field of beer consumption and it is based on marketing research conducted on the basis of a questionnaire survey. Theoretical part of the thesis, composed on basis of academic literature describes the history of beer, its brewing procedures and a description of various types of beer. This part is followed by a description of marketing research, focused on the techniques of research and the essentials in building of the questionnaire. The last part of the theoretical research describes factors affecting the final consumer. The practical part of the thesis, based on questionnaire survey, contains descriptive characteristics of the obtained results and the subsequent statistical testing of predetermined hypotheses using the IBM SPSS software. Finally, the results are compared with other research