Analýza spotřebitelského chování na trhu čajů

Abstract

The aim of the bachelor's thesis was to study the consumers behaviour on the tea market. The CAWI and PAPI questionnaire survey method was used for the research, the sample consisted of 158 respondents over the age of 15. It was found that most respondents consumed tea at least once a day, mostly herbal tea and made with tea bags. Respondents knew and bought mainly Teekanne and Pickwick. They perceived importance of locality. Among the new products, they tried matcha tea the most. Based on this data, recommendations for the elements of the marketing mix were proposed. The result was an increased interest in tea as a healthy drink and its new variants, which can be linked to further research in the field of a healthy lifestyle.