Interkulturní rozdíly ve spotřebitelském chování na trhu kávy

Abstract

This bachelor thesis focuses on intercultural differences in consumer behaviour on the coffee market in the Czech republic and Austria. The aim of this thesis is to analyze differences in consumer preferences and the influence of cultural factors on coffee selection and consumption. The theoretical part describes basic concepts related to consumer behavior and coffee. In the practical part, quantitative research methods are used, specifically a questionnaire survey, to obtain data on consumer preferences and purchasing behavior in this market. The results show that there are significant differences between the Czech republic and Austria, which are influenced by cultural factors. The practical implications of the identified differences for business companies operating in the coffee market in both countries are discussed in the conclusion. The thesis provides new insights into intercultural differences on the coffee market in the Czech Republic and Austria and has the potential to help businesses in this market to develop their marketing strategies and business plans.