Consumer preferences and behaviour on the coffee market in Poland
Consumer preferences and behaviour on the coffee market in Poland

Summary/Abstract: The paper presents consumer preferences and behaviour on the coffee market in Poland based on the results of primary research conducted using a structured interview on a group of 800 consumers of coffee and coffee beverages. The results obtained allowed the definition of 6 segments of coffee consumers in Poland. These segments have become the basis for the development of the marketing strategy for MOKATE SA – a leader on the coffee market in Poland in the “Cappuccino” category.

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