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Consumer Behaviour in the Market of Coffee in the Czech Republic
Kovalovská, Martina ; Hes, Aleš (advisor) ; Ivana, Ivana (referee)
This thesis deals with the consumers´ behavior when buying coffee in the Czech Republic. The aim is to evaluate the factors, which influence the consumer's decision to purchase and consume coffee. The theoretical part explains terms: consumer, consumer behavior, decision-making process, the role of consumer shopping and marketing research. The practical part includes information about the coffee market from the perspective of cultivation, consumption, export and import of coffee into the Czech Republic. It also discusses the market share of coffee corporations, identifies the major coffee chains operating in the coffee market in the Czech Republic and informs about the impact of coffee consumption on the human body. The part of the work is survey research, whereby are determined the addictions, which are exploring mutual value of the selected factors. In the final part of the thesis summarizes the results of which form the basis for the proposals and recommendations of the manufacturer and suggestions for the improvement of marketing communications. The result of this thesis is to create a model of consumer behavior when buying coffee in the Czech Republic.
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