Analýza chování zákazníků na trhu instantní kávy

Abstract

The aim of the Bachelor thesis "Analysis of Customer Behaviour on the Instant Coffee Market" is to identify trends and analyze customer behavior on the instant coffee market. Point to what people prefer when they choose a coffee. Another aim is to determine the optimal price point and price thresholds per 100g package of instant coffee. Data were collected by using an electronic form on the Internet server Vyplňto.cz. It was found that the main tendencies in the behavior of customers are visiting the cafes and restaurants to consume a coffee. Research indicates that the majority of respondents still buy the same brand of instant coffee and new products on the instant coffee market are tested just rarely. The selection of coffee brand is most depended by taste of product and least by advertising. The price sensitivity test results show that the optimal price for 100g package of the product is around 92 CZK. So companies on the instant coffee market should not set the price lower that 50 CZK and higher than CZK 125 and CZK 50 for the package. A company with a dominant position should offer the product approximately for CZK 100.