Browsing by Author "Švadlenka, Michal"
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- ItemVýzkum chování spotřebitelů piva v Huddersfieldu (UK) a v Liberci (CR) s důrazem na věrnost značce(Technická Univerzita v Liberci, 2008) Švadlenka, Michal; Myslivcová, SvětlanaThis dissertation has investigated the behaviour of beer drinkers in Huddersfield (UK) and Liberec (CR). There were two major goals of the current study. The first goal was to determine the influences of several factors on brand loyalty while the second goal was to find out whether are these factors significantly different for Czech and British drinkers. The primary data were obtained during survey which was carried out in Huddersfield and Liberec. Interview administrated questionnaires were used for collecting of data from stratified sample of population. Consequently, the data were analysed through several statistical methods. The results of this investigation show that there is a significant difference between perception of beer characteristics and values provided by brand between Czechs and Britons. The second major finding was that the brand loyalty of Czechs and Britons diverge significantly. However, this study could not prove a significant influence of building of self-concept, the past purchases and the need of conformity with others on brand loyalty.