Nákupné správanie generácie Y na trhu kávy v Brne

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