The diploma thesis deals with consumer behaviour on the market of tea in Czech Republic. The thesis examines the tea market, monitors the evolution of tea consumption, consumer preferences and identifies factors affecting consumers in a given market. In this thesis are used techniques of marketing research, namely questionnaire survey, qualitative interviews and cluster analysis. The outcome of the thesis is to identify the main factors that influence consumer behaviour in the tea market, the characteristics of the market segments and recommendations for entities operating in the tea market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:429823 |
| Date | January 2020 |
| Creators | Kocúrová, Martina |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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