Vliv ceny na percepci chuti nápoje kombucha

The thesis deals with the effect of price on the perception of the taste of kombucha. Verification of this effect was also the main objective of the thesis. A sub-objective is the analysis of the Czech market for this drink. In the theoretical part the concept of price is elaborated. It characterizes the kombucha drink, including its position in Western Europe and the Czech Republic. The theoretical part then describes studies dealing with the influence of non-price factors on taste perception. Subsequently, studies dealing with the influence of price on the perception of quality and taste are analysed. The methodological part describes the design and conduct of an experiment with kombucha drink, which tested the effect of price on taste perception. Data from 133 respondents were analyzed using unpaired t-tests, one-way ANOVAs, and linear regression analyses to support the main hypothesis that there was no statistically significant difference between taste ratings of a price-differentiated identical kombucha drink, i.e., that price did not influence taste ratings of tasted kombuchas. Furthermore, a statistically significant difference was found in the rating of the drink between males and females. It was found that people who are used to consuming the drink rated the drink better. It was shown that there is a positive effect of meeting expectations on taste ratings. The experiment confirmed that the brand factor was more important for men than for women in their decision to buy the drink. The factor of sustainability values and the factor of health benefits of the drink were more important for women than for men. The findings were evaluated in comparison with previous studies on this topic.