Typologie spotřebitelů na trhu s kávou

Abstract

This master's thesis focuses on consumer behavior in the coffee market, specifically targeting smaller, local, and regional roasteries in the Moravian-Silesian Region. The main objective of the thesis is to identify and describe the core types of coffee consumers in this region based on primary quantitative research, and to propose targeted marketing recommendations that will help local roasteries reach customers more effectively and increase their competitiveness. The theoretical part outlines the foundations of consumer behavior, market segmentation, and characterizes the current local and global coffee market in detail. The practical part analyzes primary data from 345 respondents obtained through an online questionnaire survey. Using multivariate statistical methods, specifically factor and cluster analysis, consumers were divided into three distinct segments: Price-sensitive Routinist (Cenový rutinér), Uncommitted Consumer (Nevyhraněný spotřebitel), and Functional Hedonist (Funkční požitkář). The resulting typology, along with the mapped purchasing barriers and motivators, serves as a strategic foundation for local roasteries to implement precisely targeted communication.