Segmentace trhu radlerů a ciderů

This master’s thesis deals with the comprehensive segmentation of the radler and cider market in the Czech Republic, with the main goal of identifying specific consumer groups and proposing effective and differentiated marketing strategies for them. The theoretical part of the thesis systematically defines the fundamentals of consumer behaviour and the processes of targeted marketing. The practical part is based on quantitative research, which methodologically combines a multivariate analysis of extensive secondary data from the representative MML-TGI study with a proprietary primary questionnaire survey conducted using the CAWI method. Through the application of advanced statistical procedures, five highly profiled consumer segments were identified. For the three most attractive target groups, the thesis formulates detailed recommendations within the marketing mix. The achieved results clearly demonstrate that future market growth requires abandoning blanket mass marketing and strategically adapting to the growing trends of premiumization and the preference for healthier functional alternatives.