Off-trade spotřeba piva

This work addresses the consumption of beer. Its aim was to identify the main factors that affect off-trade beer consumption and, based on them, to identify customer groups and their motives for off-trade consumption. The data were collected through observations and interviews in three types of shops in the South Bohemian and Central Bohemian regions in February 2021. The data were subsequently processed using the open coding method and the subsequent thematic analysis enabled the identification of individual groups and motives. Based on the data, seven factors that most influence beer consumption were identified and six groups of customers who bought beer in stores were identified. The work shows that the main link between the members of individual groups are primarily the motives for off-trade consumption. Breweries and beer distributors should take these motives into account when reaching out to consumers.