Nákupní chování a loajalita spotřebitele na českém trhu kávy

This thesis deals with the research of consumer purchasing behavior and loyalty in the Czech coffee market. The subject of the research is the premium whole bean coffee segment, for which the key factors influencing brand loyalty are investigated. Based on this research, strategic recommendations are formulated for maintaining and strengthening customer loyalty towards premium brands. To achieve the stated goal, a combination of a quantitative questionnaire survey, the experimental conjoint analysis method, and qualitative in-depth interviews is used. The theoretical part of the thesis characterizes the development and structure of the coffee market, the specifics of consumer behavior, and the influence of attributes such as price, quality, sustainability, and brand image. In the subsequent practical part, research is conducted with the aim of identifying consumer decision-making processes and comparing their declared preferences with modeled buying behavior. The research found that loyalty in the market is not homogeneous but shows signs of polarization between consumers oriented towards quality and origin, and a segment strongly sensitive to price. The result of the work is a proposal for segmented recommendations for effective communication and customer relationship management for premium coffee brands.