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Buying and Consumption Habits in the Case of Coffee
PINCOVÁ, Markéta
The aim of the thesis is to suggest possible progress for producers or traders based on research of purchase and consumer behaviour. The target is to find out specific behaviour of coffee users, their habits and preferences. Next target is to find connections among the various aspects. Fundamental aspects (age and gender) were compared. In accordance with the aim of the thesis concrete measures are formulated for the company Matheo, lnc, which trades with fresh roasted coffee. The theoretical part contains literary background research. Background research defines purchase and consumer behaviour, marketing research, fairs and exhibitions. Next part deals with coffee, types of coffee, preparation of coffee, effects of coffee (caffeine) and consumption of coffee in the Czech Republic and all over the world. The practical part is focused on research of coffee user´s habits and sales research. The information and results were received by questioning of at least 200 respondents.
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Trends in the Consumption of Coffee
PROVÁZKOVÁ, Eliška
The target of the marketing research in this work is to find out if there are some differences in the preparation of the coffee between users of various gender, age, education and a size of a place where they live. I used a method of questioning of at least 200 respondents. The next goal of this work is to find out what is for the consumers the most important shopping motivation, if they prepare and buy their coffee differently over the past years. Then I will write something about what they prefer - which brand, type, size of packaging. The theoretical part is about plantation of coffee, how coffee prepares, consumption of coffee in the Czech Republic and in the world, the culture of coffee, a creation of the market in the Czech Republic and a marketing research. The practical part mainly focuses on the research of the end user, sales research, research of product and prognosis. The practical part partly examines the total market analysis and the advertising research. The final part shows the current trends on the coffee market. It shows that over the past 10 years the habits in preparation of coffee has changed because the present trend aims at coffee express. The preferences concerning the size of the packaging has also changed ? coffee directs toward bigger package. The number of people who drink coffee and buy it in the hypermarket has risen. The biggest shopping incentive is the taste. The most preferred is the middle price level. Consumers most often buy the instant coffee in supermarket and in hypermarket. The most common preparation of roasted coffee is express coffee which is preferred by new consumers. Women do shopping in supermarket or hypermarket more often than men and women are more influenceable by an advertisement than men. More educated users prefer express coffee while less educated consumers prefer turkish coffee. More educated consumers more often visit hypermarket than less educated.
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