Generační rozdíly ve vnímání značky Kofola mezi generací Z a generací Y

The diploma thesis deals with the perception of the Kofola brand between Generation Z and Generation Y. The thesis aims to analyse and compare the perception of the Kofola brand between these two generations, i.e. to find out the attitudes, associations, relationships and preferences of the members of Generation Z and Generation Y towards this brand. The thesis's theoretical part focuses on the brand and its function in marketing, followed by the characteristics and consumption behaviour of Generation Z and Generation Y. The practical part deals with the description of the company and the Kofola brand, but primarily with qualitative research that aims to answer the research questions. The research results show that the Kofola brand is perceived very similarly by Generation Z and Generation Y members, so there are no significant intergenerational differences in the brand's perception. Members of both generations perceive Kofola as a good traditional Czech beverage, which they prefer to consume in draught form, most often during various occasions and leisure activities during the summer months. Kofola is a popular soft drink brand that is well-known to Generation Z and Generation Y, its marketing activities are viewed positively.