Spotřební chování generace Z ve vztahu ke značce Proud

Diploma thesis examines the consumer behavior of Generation Z in the Czech beer market, with a focus on brand Proud. The aim of the thesis is to analyze this behavior and identify factors influencing the relationship with Proud. The Czech beer market is undergoing a long-term transformation linked to a decline in beer consumption and a shift in the context of its consumption, particularly as a result of changing values among the younger generation. The research combines quantitative analysis of data from an continuous research project MML–TGI with qualitative research in the form of in-depth interviews. The quantitative section profiles four segments of Generation Z, with two—Health-Oriented and Social-Experiential, which are relevant target groups for the brand Proud, being further examined qualitatively. The results show that Generation Z’s consumer behavior in the beer market is strongly influenced by specific situations and lifestyle, and the segments differ in their motivations and barriers to consumption. Based on these findings, specific recommendations are formulated, focusing on the brand’s situational role and more effective engagement with Generation Z target segments.