Vnímání japonského zeleného čaje mezi zákazníky a vlivy působící na jeho spotřebu v Japonsku a Česku

This Bachelor’s Thesis explore Japanese teas from various perspectives. The aim is to investigate the consumption behaviour of Japanese green tea consumers and to compare these facts in their respective countries - Japan and the Czech Republic. Furthermore, the importance of culture in consumption is studied and marketing recommendations are also formulated. The key research methods on which the thesis relies are quantitative surveys between Czech and Japanese respondents as well as in-depth interviews with Czech respondents. The key conclusions of the marketing recommendation are that there is a big market opportunity for more shops in the Czech green tea market, especially for high quality teas. There is also a need to add value to users in the long term and educate them about the health benefits of green tea consumption. Also, this is an ideal opportunity in the B2B market where quality green tea would reach companies and companies would see a decline in sickness and an increase in productivity thanks to green tea consumption.