Analýza spotřebitelského chování na trhu kávy

Abstract

The aim of this Bachelor thesis is to increase knowledge about consumption and purchase of coffee in the Czech Republic, with the help of a description of consumer behavior of Czech consumers and the subsequent provision of suggestions and recommendations. The thesis consists of two parts, theoretical and practical. The first part of the thesis deals with the description of the coffee and coffee market and with the definition of the basic concepts that are relevant to the given issue, and consequently these terms are applied in the practical part. The implementation of primary data is utilized by a quantitative method of online survey and is carried out on a representative sample file at the selection base of the state of the Czech Republic. To ensure that the correct structure of the sample is consistent with the basic use of the quota selection. The results of the research show that Czech consumers are frequent consumers of coffee, they prefer to drink coffee at home. And more when purchasing, affects quality and experience, rather than price. Furthermore, the most popular coffee drink is instant coffee, Turkish coffee and espresso. Suggestions and recommendations can be used for those on the coffee market - for example cafes, barbers, cafe chains, retailers and manufacturers.