| Abstract [eng] |
66 pages, 5 tables, 3 figures, 71 references. The aim of this thesis was to investigate the factors influencing intention of alcohol consumption and, based on the research carried out, to provide suggestions for influencing the intention to drink alcohol. To achieve this, the following objectives were set: to identify and analyse the role of consumer intention in predicting his/her behaviour; to analyse the theories of consumer behaviour prediction and their effectiveness in predicting drinking behaviour; to identify and evaluate the most important factors influencing consumer drinking intention based on the theories of consumer behaviour prediction; based on the work of alcohol-related behaviour researchers, identify additional factors influencing consumer intention of alcohol consumption; describe the research methodology to investigate the factors influencing intention of alcohol consumption; investigate the factors influencing consumer intention of alcohol consumption; and present the findings and suggestions of the study. This Master's thesis consists of four chapters: the first two present a literature review, the third presents the research methodology, and the last chapter presents the research analysis, results, conclusions and recommendations. The method used in this Master's thesis is narrative literary analysis. The methodological part of the thesis uses a survey method in order to collect a larger volume of data and to ensure anonymity. In the data analysis part of the study, statistical analysis of the data is carried out using IBM SPSS software. The study aims to identify the influence of different alcohol-related factors on consumers' intention of alcohol consumption. The study found the impact of attitudes towards alcohol consumption, subjective drinking norms on alcohol consumption intention. Perceived behavioural control of alcohol consumption was identified as a factor that does not influence drinking intention. Additional factors identified as predictors of drinking intention, such as previous drinking experiences and drinking self-efficacy, have an impact on drinking intention and may help to predict intention-related behaviour more accurately. The study also found that the strength of the intention to drink does not differ according to the gender of the individual. In addition, the relationship of age, education and income with the strength of alcohol consumption intention was tested. Significant differences were only found in the analysis of the relationship between age and education and intention to drink. The conclusions and recommendations of the paper provide the main insights and results of the literature analysis and research. The author believes that in order to influence intentions of alcohol consumption, it is important to focus on the determinants of attitudes towards alcohol consumption and subjective drinking norms, while continuing to ensure appropriate education in relation to drinking behaviour, and for businesses to shape their own marketing activities. |
