DETERMINANTS INFLUENCING CONSUMER BEHAVIOUR IN BEER MARKET, USING THE THEORY OF CONSUMPTION VALUES

The article uses the theory of consumption values to identify the factors affecting decision-making about drinking or not drinking beer on the Czech market of young consumers. According to CVVM (Vinopal, 2009) the share of youngest man, aged 18 -30 years who drink beer declines continously from 92% in 2004 to 84% in 2009, and at the same time shows this age group lower consumption of beer than is the average in those who drink beer. The question is, what kind of motives can lead to such behavior. A project was developed that sought explanations using the "Theory of Market Choice Behavior". The research, that was carried out on a set of a total of 265 respondents, led to the identification of factors of consumer values, that express the perceived motives influencing the decision about drinking and not drinking beer.