Pivo v plechu - motivy českých spotřebitelů pro volbu tohoto obalu

The aim of this diploma thesis is to use quantitative research to identify the motives that affect the purchase of canned beer. The goal is to find out the most common consumer packaging of beer and the reasons that lead to the purchase. The thesis is supplemented by marketing and social knowledge, statistical data, the situation on the market in packaged beer and the characteristics of beer packaging in the Czech Republic. The method of data collection is an snowball online questionnaire, created in Google Forms. The distribution of the questionnaire took place in a targeted manner, with regard to compliance with the characteristics of the population and the gradual accumulation of data obtained from a total of 519 respondents. The thesis contains primary analyzes that uncovers the trends in Czech beer consumers. More advanced statistical methods check and prove dependencies, test the relationships of variables - Anova, CHISQ.TEST, Spearman's coefficient. Important motives for the purchase of beer in a can are manipulative and purposeful, characterization motives are not important for decisions. The reason for buying beer according to the packaging is most often the habit. The findings are based on recommendations for breweries for a strategically advantageous distribution of their portfolio according to the packaging material of products.