Segmentation of coffee market from the retail point of view

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