Pivo v ČR. Marketing, preference spotřebitele. – Bc. Kateřina Málková
Bc. Kateřina Málková
Master's thesis
Pivo v ČR. Marketing, preference spotřebitele.
Beer in the Czech Republic. Marketing, consumer preferences
Abstract:
Teoretická část této diplomové práce se bude zabývat historii piva, surovinám pro výrobu piva, procesu výroby piva a popisu oblíbených pivních stylů v České republice. Dále bude popisovat spotřebitele a marketing, marketingový mix, chování zákazníka, teoretické aspekty ovlivňující chování spotřebitele, nákupní rozhodovací proces a marketingový výzkum. V praktické části této diplomové práce budou použita …moreAbstract:
Theoretical part of this diploma thesis will provide us the history of beer, raw materials for beer production, production process and description of popular beer styles in the Czech Republic. Furthermore it will describe a consumer and marketing, marketing mix, theoretical aspects influencing customer behaviour, purchasing decision process and marketing research. Data for practical part of this …more
Language used: Czech
Date on which the thesis was submitted / produced: 24. 3. 2023
Thesis defence
- Date of defence: 7. 2. 2024
- Supervisor: doc. Ing. Inna Čábelková, Ph.D.
- Reader: Leopold Tanner, DiS., externi
Citation record
ISO 690-compliant citation record:
MÁLKOVÁ, Kateřina. \textit{Pivo v ČR. Marketing, preference spotřebitele.}. Online. Master's thesis. Praha: Czech University of Life Sciences Prague, Faculty of Economics and Management. 2023. Available from: https://theses.cz/id/ah6h10/.
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Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementMaster programme / field:
Economics Policy and Administration / Business Administration
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