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Nákupné správanie generácie Y na trhu kávy v Brne
Tuka, Štefan
The diploma thesis is focused on the consumer behaviour of generation Y on the coffee market in Brno. The aim of the thesis is to identify segments of consumers in the coffee market in Brno, to identify their preferences, and on the basis of this, to make recommendations for sellers providing services on this market. For the achieving of aim is used quantitative and qualitative research. Quantitative research is carried out by questionnaire survey. The results are used to segment consumers through cluster analysis. Qualitative research in the form of in-depth interviews is used to complement the characteristics of individual segments. The output of this diploma thesis is identification of four segments on the coffee market in Brno and determination of the recommendations for sellers on this market.
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Ethiopia's position on the global coffee market
Novák, Tomáš ; Sejkora, Jiří (advisor) ; Hasík, Gabriel (referee)
The bachelor thesis deals with the position of Ethiopia on the global coffee market. The aim is to evaluate this position by the chosen methods and then propose measures to improve the position on the global coffee market. The theoretical part deals with basic concepts. It characterizes the commodity market and further specializes in the agrarian commodity market and shows how it works. It then describes the selected spheres whereby market position will be assessed. The practical part analyzes Ethiopia's position on the global coffee market and further focuses on key factors that influence Ethiopia's market position. The position is evaluated in 4 selected spheres: supply, demand, price and regulation. In conclusion, it summarizes the identified shortcomings and offers measures for improvement.
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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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Segmentation of coffee market from the retail point of view
Kadilák, Michal ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
The main objective of this Masters thesis is to identify and describe segments of customers in coffee market in Czech republic. Furthermore objective is to formulate marketing recommendation on how to address those customers. To fullfil this goal is not be possible without deep knowledge of whole coffee market and of those customer segments. To understand the market itself, data from Nielsen agency are used. As to complete whole segmentation process MML-TGI data of Median agency are used. To paint the final picture of coffee market and to verify formulated hypothesis further qualitative research has been conducted in for of individual interviews.
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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.
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Today's Trends in Coffee Consumption in EU Countries to Compare to non EU Countries
Hanzelková, Klára
This thesis deals with the topic of coffee consumption. It is divided into two parts connected to each other. The first part sums up theoretical findings from the Czech as well as foreign authors' literature. The second part focuses on coffee consumption itself. First, situation on the coffee market was analysed. Then a market research among students from 8 countries -- Austria, Czech Republic, France, Great Britain, Italy, Slovakia, Spain and Turkey - was made (using a questionnaire) and results were compared. Based on this research, recommendations for Park Lane Café were brought.
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The acquisition of new consumers of the young generation for traditional Czech brand
Javořík, Tomáš ; Koudelka, Jan (advisor) ; Šíšová, Lenka (referee)
This thesis deals with the acquisition of new customers from among the young generation. In the theoretical part thesis deals with the purchase of consumer behavior, the methods used in the practical part and especially the coffee market. Firstly, the work focuses on coffee and coffee market in general then the emphasis is put mainly on the coffee market in the Czech Republic. In the practical part comes introduction of the particular company, the subsequent analysis of market data and consumer. Consumer analysis is performed using both qualitative and quantitative marketing research. The aim is to detect potential and addressing problems of the brand.
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The World Coffee and Tea Trade
Flores, Jana ; Štěrbová, Ludmila (advisor) ; Zamykalová, Miroslava (referee)
This thesis researches the world coffee and tea trade, especially their flows and trends in consumption and production and trade regulations that affect these flows. This paper is divided into three chapters. The first chapter focuses on the world coffee and tea production, the economic benefits of these commodities for producing countries and the outlook for these markets. Another chapter deals with the coffee and tea market, the development of demand, supply and price is examined. This chapter is also dedicated to the concept of Fair Trade and to the forms of trading on examined markets. It is explained how the commodity exchange, tea auctions and trading on the basis of financial derivatives work. The last chapter investigates the forms of international regulations that have been requested by the global coffee and tea trade.
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