Nákupní chování a loajalita zákazníka na trhu kávy v České republice

This diploma thesis deals with consumer behavior and loyalty in the Coffee market in the Czech republic. It contains a brief overview of the Coffee market in the Czech Republic, its size and its evolution. It maps the Coffee house market and based on primary data identifies preferences and factors that affect consumers the most when drinking or buying coffee. Primary data are obtained through questionnaire surveys (n=446) and in-depth interviews (n=5). Furthermore, quantitative research leads to the identification of the main factors that influence consumer behavior. Based on the results, recommendations for marketing strategies of market stakeholders are developed