Návrh typologie zákazníků kavárenského řetězce

Abstract

This thesis focuses on designing a customer typology for the CØKAFE café chain based on an analysis of customer preferences, expectations, and purchasing behavior. The research was conducted in the first half of 2025 using a quantitative approach, specifically an online survey among the brand’s customers, with a total of 211 respondents. The data were analyzed using multivariate cluster analysis to identify customer segments that share similar purchasing patterns and attitudes toward CØKAFE. The results revealed the existence of two main customer types – pragmatic and engaged – which differ significantly in their motivations for visiting, brand loyalty, and preferred product range.