Vliv parametrů obalu vína na nákupní chování generace Z

The main topic of this bachelor thesis is the influence of wine packaging parameters on the shopping behavior of the "Z" generation. The aim of this thesis is to define the parameters of wine packaging, which are key in the purchasing decision-making process of mentioned target group. The set goal was achieved through quantitative research using the online questionnaire. The theoretical part of this thesis is devoted to important information necessary for understanding the basic behavior of the customer in the market and for the subsequent creation of research such as, the definition of the target group, a general description of purchasing behavior and customer decision-making process. Furthermore, this part of the thesis focuses on the packaging design of wine and the methodology of creating quantitative research. The practical part of this thesis is focused on the creation of a questionnaire, data collection and evaluation. Based on the evaluated data, a final report was compiled, which contains a research summary, research findings, recommendations for the selection of wines targeting the "Z" generation and suggestions for further research. This bachelor thesis should be beneficial to everyone whose business is the field of wine. Especially for sellers, importers or wine producers.