Typologie zákazníků pražírny kávy

Abstract

The diploma thesis deals with determining the typology of customers of the family roastery Vřes Caffé. The main goal of this work was to propose a typology of roastery customers. The secondary objectives were to find out the purchasing behaviour of customers, the attitude of customers towards the range and quality of coffees, as well as to find out the frequency of visits or the age structure of customers. The data for this thesis was collected using an online and offline questionnaire survey, with 177 respondents taking part in the survey. The obtained data were subsequently processed using the statistical program SPSS and based on the processed data and with the help of factor and cluster analysis, a typology of roastery customers was proposed.