Analýza spotrebiteľského správania v kaviarni

Abstract

The subject of master’s thesis is „Consumer Behavior Analysis in the Cafe“. The goal of this master’s thesis is to compile suggestions and recommendations for the management of the coffee shop based on the consumer behavior in order to improve the competitive ability and profitability. The partial goal of the thesis was find the segments of loyal consumers based on their attitudes via cluster analysis and recommend the alteration in the offer. The two segments of loyal customers of the coffee shop were found. In the individual chapters were defined theoretical terms about given issue, characterization, history, internal and the external microenvironment and the macroenvironment of coffee shop. The next chapter contains the methology of data gathering. After the evaluations of the research results the recommendations were suggested. The research was realized via observation and questioning.