Analýza chování zákazníků na trhu kavárenských řetězců

Abstract

This diploma thesis focuses on the consumer behaviour of the coffee chain market, with a specific focus on the coffee chain Ostravanka Coffee Shop s.r.o. which is situated in Ostrava. The goal is to analyse the behaviour, structure and preferences of the customers who attend this coffee chain. Analysis is made according to data obtained from observing and processing bills. Its results are revealed in the sixth chapter which contains suggestions and recommendations useful for the coffee chain‘s owners to create their own marketing strategy.