Analýza spotrebiteľského správania na online trhu kávy

Abstract

The aim of this Bachelor thesis is to analyse consumer behaviour in the online coffee market in Czech republic, with the help of a description of czech consumers and the subsequent provision of recommendations and suggestions. This thesis consists of two parts, theoretical and practical. The first part of the thesis deals with the description of the behaviour of consumers, characteristics of online coffee market and the definition of the basic concepts of this issue. Primary data for the practical part were obtained with the help of online survey, and the subsequent selection base was created from this data. The snowball technique and the technique of appropriate judgment are chosen to ensure the correct structure of the sample. From the results of the questionnaire survey it was found that czech consumers buy coffee beans most often. Further, that when selecting coffee, the most important factor is coffee composition, and when buying coffee, the most important thing is the secure payment guarantee. Suggestions and recommendations can be used by already existing coffee e-shop operators or those who start selling coffee and coffee accessories over the Internet.