Home > Search Results: keywords:"Market of the coffee"
Search:
Search Tips :: Advanced Search
Search collections:
Sort by: Display results: Output format:
National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Segmentation of the coffee market
 Tůma, David ; Koudelka, Jan (advisor) ; Petruška, Tomáš (referee)
This Master's Thesis is focused on analysis of segmentation of the coffee market in the Czech Republic based on similarities and differences between users of coffee. Uncovering segments and development was carried out in a software program Data Analyzer and PASW using data from primary research and unique agency research MML-TGI of company Median s.r.o. The theoretical part presented problems, approaches, method of segmentation and types of coffee. The practical part starts with analyzing and defining the market in the Czech Republic. The target group of users was subsequently characterized by a general analysis. Variables were reduced to the factors by using factor analysis. Then users were put into clusters based on cluster analysis. Segments were characterized in detail using cross-analyzes and multivariate statistical methods. Content analysis expands a current picture of the segments on which other companies target. Finally, there were elaborated appropriate marketing recommendations for the individual segments to their effective positioning.
Detailed record

Interested in being notified about new results for this query?
Subscribe to the RSS feed.
Digital Repository :: Search :: Submit :: Personalize :: Help
Powered by Invenio v1.1.2
Maintained by admin.invenio@techlib.cz
This site is also available in the following languages:
Česky  English