Analýza spotřebitelského chování na trhu kávy

Abstract

The aim of this bachelor's thesis was to analyse consumer behaviour in the coffee and coffee machine market in order to not only better understand this ever-changing market, but also to be able to suggest recommendations that marketers might find useful. A quantitative decision-making method was chosen to obtain the necessary information. This was an online survey in which around 150 respondents participated anonymously. They were asked different types of questions, which covered both coffee consumption and preferences, as well as questions around coffee machine ownership. This provided information on how many cups of coffee consumers consume, where and at what time of the day they consume it, what type of coffee they prefer and also in which machine they prepare it. In the second section on coffee makers, we learned how many respondents owned a coffee maker, including type, time of ownership, brand, and what was not only their primary motivation for buying, but also which factors influenced them and to what extent.