Segmentace trhu piva

The aim of this master’s thesis is to reveal the segments of beer consumers in the Czech Republic based on the similarities or differences between consumers, so that they are internally homogeneous and mutually heterogeneous in terms of their attitudes and consumption behavior, and then to evaluate the attractiveness of the revealed segments and propose a marketing approach to them. From the results, recommendations will be given for possible targeting using a targeted marketing strategy. In the theoretical part, the components of the marketing strategy, the segmentation procedure itself and its processes are described. Next, approaches to segmentation and segmentation methods and techniques are described. Subsequently, the marketing research is reconstructed, which is used in the second part of the thesis. In the practical part, the beer market in the Czech Republic is presented, followed by segmentation based on secondary data, own research and analysis of primary data, and content analysis. The conclusion is a synthesis of knowledge about the discovered segments, on which a marketing recommendation is issued.