Výzkum spotřebitelských preferencí na trhu energetických nápojů se sníženým obsahem cukru v ČR

The topic of this thesis deals with the introduction of the Tiger energy drink product line with reduced sugar content. The Tiger Zero Sugar Added range is already sold in Poland, so it is an expansion of the product line to the Czech market. The aim of this paper is to analyse the preferences and purchasing behaviour of consumers in the market of energy drinks with reduced sugar content, in particular to identify factors influencing their purchasing behaviour and willingness to substitute conventional energy drinks with substitutes with artificial sweeteners. The theoretical part of the thesis briefly describes the chronological process of marketing research and the rationale for the introduction of the new product line, especially the reasons for sugar reduction in production. The empirical part contains findings from an internal research conducted using a focus group interview method among university students aged 20 to 25 years who regularly drink energy drinks.