Analysis of beer consumption preferences

The main subject of this thesis is analysis of preferences in beer consumption. The main goal of the thesis is to discover and evaluate factor which could affect consumer's behaviour. Therefore, t2he basis for this thesis is a questionnaire which was prepared according to marketing research principles. The first part is about beer and marketing research. The part about beer contains main historical data, a brief brewing process description, including main ingredients and beer types. Next, there are mentioned main Czech breweries. Inconsiderable part are also factors which affect beer consumption. In the part dealing with the marketing research are described the steps, methods of data collecting ad data resources. The second part is about the questionnaire itself and its evaluation. The questionnaire had 322 respondents. Firstly, the results are summarized and then are tested based on null hypothesis