Analýza spotřebitelského chování na trhu s čajem a kávou

Abstract

This thesis is focused on consumer behavior in the tea and coffee market in the Czech Republic. The analysis of consumer behavior was based on a survey of 180 respondents, conducted through the Vyplňto.cz website and social media platforms. The thesis defines a research problem that was explored in detail through specific research questions. The primary aim was to determine which complex factors influence consumer decision-making processes in the tea and coffee market in the Czech Republic. A secondary objective was to investigate how demographic characteristics, particularly gender, affect consumer decision-making in the tea and coffee market in the Czech Republic and the consumption of coffee and tea. Based on the analysis results, recommendations were formulated for Oxalis s.r.o., a company specializing in the sale of tea and coffee. The first chapter of the thesis is an introduction. The second chapter outlines the theory that forms the foundation for subsequent analyses. The third chapter provides a description of the tea and coffee market. The fourth chapter presents the methodology and analyzes the results of the survey. In the fifth chapter, recommendations for Oxalis s.r.o. are provided based on the analysis results. The final chapter concludes the thesis by summarizing the answers to the research questions and the achievement of the stated objectives.