Analýza nákupního chování na trhu kávy

Abstract

This master´s thesis deals with buying behaviour analysis of consumers on the coffee market. Specific company to which the work is devoted is ABC foods s.r.o., which entered this market with a new brand of coffee - Cafiné. The first part deals with theoretical knowledge. First, the history and process of coffee production are described, subsequently the coffee market in the Czech Republic is characterized and also buying behavior of Czech consumers. In the next part is described the buying behavior on the world coffee market based on international surveys and new trends in this business field are mentioned. The next point is the characterization of ABC Foods s. r. o. The practical part includes the methodology of the research, which is divided into preparatory and implementation part. It is followed by analysis of research results. Primary data are obtained by using a combination of the Focus groups method and a structured questionnaire in order to obtain and analyze information about the views and preferences of consumers regarding the purchase and consumption of coffee. After evaluation of the results gained from the research there are formulated proposals and recommendations for the company ABC Foods s. r. o., due to which the company could acquire new customers, increase brand awareness of Cafiné and achieve a better competitive position.