Typologie zákazníků na trhu kávy

Abstract

The aim of this thesis was customer typology design in the coffee market. In the thesis consumer behaviour was described from theoretical point of view. Next was characterised coffee market, using analysis of microenvironment, macroenvironment, description of process of making coffee and coffee drinks. Based on the research, an analysis of consumer behaviour in the coffee market was carried out. Using statistical analysis, 4 clusters of consumers were constructed, which were further described. At the end of the thesis, design of consumer typologies and recommendations for coffee sellers were created.