Factors influencing consumer behaviour in the beer market in the Czech Republic

The aim of the paper is to identify the factors influencing consumers when beer consumption and when choosing restaurants for beer consumption in the Czech Republic (CR). A partial goal was to compare preferences and factors influencing beer consumers from the Vysocina Region and the South-Moravian Region. The survey included a questionnaire survey, which 408 respondents took part in. The results showed that the most influential factors in the selection of beer for consumers are taste, a high-quality brand, and Czech production. Surprisingly, price was not found to be an influential factor in beer selection but is rather neutral. Factors that influence consumers most when choosing a restaurant for beer consumption were also identified. Consumers are most influenced by the quality of the beer on offer and the environment in which it is consumed.