Analýza spotřebitelského chování v kavárně

Abstract

This diploma thesis focuses on the analysis of consumer behavior within the environment of a specific café – PROSTOR café in Prostějov. The aim of the thesis is to understand the motivations of visitors, their purchasing behavior, and the factors influencing their decision-making when choosing a café. The theoretical part addresses the fundamental concepts of consumer behavior, decision-making models, and the impact of the environment on customer behavior. The practical part is based on quantitative research using coded receipt analysis and observation, with the key findings serving as the basis for proposals and recommendations to improve the product offer, services, and marketing communication. The thesis emphasizes specific suggestions for improving operational efficiency and increasing the café’s competitiveness.