Mezinárodní srovnání spotřebitelského chování na trhu kávy

Abstract

Coffee is a popular beverage, with a rich culture and many social aspects. The topic of the diploma thesis is an international comparison of consumer behavior in the coffee market. The aim of the diploma thesis is to identify, describe, evaluate the differences and common features of consumer behavior in the coffee market in the Czech Republic and Italy. In order to achieve this goal, a quantitative research method was chosen - electronic CAWI survey. Based on the results of the research, different and common features for the Czech and Italian were proved, according to which proposals and recommendations were compiled that can be applied in practice.