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Spotřební chování na trhu s kávou
Novotná, Bára
Novotná, B., Consumer behaviour in the coffee market. Diploma thesis. Brno: Mendelova univerzita in Brno, 2020. This thesis is devoted to the study of coffee problematic on the market in the Czech Republic and worldwide. As part of the study there are explored production, consumption, export, import and prices of coffee. Next, the thesis focuses on the cognition of consumer behaviour in the coffee market and the various factors that may have an influenece on their decision. Based on the results of the survey, consumers have been divided into particular segments with the help of cluster analysis. At the end, there are included appropriate recommendations for each segment group, as well as suggestions to the suppliers.
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