Factors affecting consumers' buying decision in the selection of a coffee brand

The purpose of this research was to study how different factors of consumer behavior effect on decision-making during coffee brand selection. Consumer behavior consists of four factors: cultural, social, personal and psychological. In this study the focus was limited only to social, personal and psychological factors. The thesis was divided into a theory part and empirical part. The theoretical part discusses the basics of factors affecting purchase decision, decision-making process and brands. The empirical part of the thesis includes a survey that was carried out through the Internet. Data were collected by a self-administered questionnaire. A link to the questionnaire was published on Facebook and shared among people. The quantitative research method was applied in this study. The result of the study has indications that social, personal and psychological factors have effect on a consumer’s decision-making process when selecting a coffee brand. However, the result was not totally reliable due to the fact that credible correlation was missing