Consumer Behavior of Generation Z on the Czech Beer Market: An Analysis of Factors Influencing Beer Choice in Retail and Restaurant Environments

The thesis focuses on analyzing the factors that influence the choice of beer among Generation Z in the environment of Czech stores and restaurants, which represents an under-researched field, especially in the context of changing consumer trends. The aim was to identify key factors in both environments. The topic was investigated through a sequential research design consisting of in-depth interviews followed by a questionnaire survey used for data triangulation and quantification. Taste emerged as the most important factor across environments. Previous experience, Czech and local production, social influences, and packaging design were also shown to be relevant factors. This research extended the current knowledge, linked the results to the theoretical consumer behavior framework, and presented new insights.