Consumer buying behavior

The aim of the bachelor thesis describes the identification of the main factors influencing the consumer behavior focusing on the coffee market. The theoretical part of thesis is based on analysis of professional literature containing information about marketing, marketing development, marketing concepts, marketing mix, factors affecting consumers and decision - making process. At the same part is the synthesis of findings by comparison of the authors. Data from the theoretical part are the basic element for creating own part. Own part is focusing on the coffee market and describes its basic characteristics. The basic method of primary data collection is questionnaire. The questionnaire was filled by 102 people, of which 89 respondents drink coffee. Conclusion summarizes the acquired knowledge of the consumer behaviour on the coffee market, together with proposals and recommendations for the future development