Analýza chování spotřebitelů na trhu kaváren

Abstract

The bachelor thesis deals with consumer behavior in the café market, how often and for what reasons people visit cafes, which factors are important for them when they are visiting a cafe and what customer preferences belong to the important ones. The thesis is divided into theoretical and practical part. The theoretical part defines the basic concepts of consumer behavior and characteristics of the cafe market. In the practical part, the results of the research were analyzed, taken from primary data. This data was obtained using an online questionnaire survey. Subsequently, this data was processed in Microsoft Office Excel. Based on the results of the research, proposals and recommendations were presented for café operators and it can serve for better understanding of consumer behavior and improvement the quality of offered services quality.