Cercetare Marketing Sintetizata despre cafea JacobsFull description
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c c c c c
Raport cercetare ³ Cafea JACOBS ´
Prof. Coordonator: Andred Maxd
StudenMd: Petre Alexandra Sorodoc Andred Zadt Andred
1.Proble a de decdde
1.1 Contextul decddonal c
c c c c c c c c c c cÔc
c c c c cc ccc c c c cccccccccccc c c cc c c c c ccc c cc cc cc c c c ccc c c c!
c c cc c c c c" c cc c c" c c" c c c cc c c c c c
2. Proble a de cercetare 2.1 Defdndrea proble ed cccccccccccccccccc#c c Ô cÔc $ c c c c c c c c c c c cc c cc c cÔc c%&'# %ccc cccccccccccccccccc( c c c cc c c" c c c c c cc c c cc ccccccccccccccccccc! ccc c c c c ccc cc c c) c" c c*Ôc c cc c c c c c c*Ôcc cc
2.2 Obdectdele de cercetare Dc ( c c c cc +,(cc Dc * c c cc Dc ( c c c cÔcc c c cc Dc ( c c cÔcc c c c c c cc Dc ( c c c" c c c c c c c c cc c cc Dc * c c c c c c ccc Dc c c c c c c c c cc Dc * cÔ c c" c c c Ô c c c cc cc
3. Metodologdec 3.1 Desdgnul cercetardd cccccccccccc- c c c cc cc c c c& c c & c c" c c c./c" c- c c./c" c c c c c" c c c Ô c c c cÔc c c" c c c Ô cc Ôc c c cc cÔc c ccc
3.2 Surse de dnfor are cccccccccccccc- c ccc
ccc cc cc cc & c c cc
c c c& c c c c" c
c c c c c c cc cc*
c0 c c( c c cc c c c cc c c c c c c* c c c c c c c $c c c c c c" c12c c3/c c c" c c c
cc c* cc c c cc c c c c" c12c c3/c c
3.3cCulegerea datelor 4 c c c c c c5c cc & c" cc c c c& c67c c c" c c8 c cc c c c1c c c1c cc" c c cc" c cc c c.2c& c cc57c" c cc c cc c9c!c: c;c,*<<c(=!>#>?cc! c c c( c< c;c c ?=88<*c@c c c cc" c c c $ c c c c c c c c c c c c
c c c ccc c cc c cc c c cc c c c c c c c c c c c c cc c? c c c c c
c& cc c c/2c
c c1c c
c c c" c c c c1c c c c c c c c57c& c
3.4 Desdgn-ul chestdonarulud fdnal. Pretestarea. & c c c c c./c" c" c cc
c5c c cAc c c c c cc c c c c c cc c c c cc c& c#c $ c" c cc cc c c ccc c c c" c c c cc c c! c1c" c c
c c cc c c cc c c c c c cc cc " c c & c cc c c& c cc"cc cc" c c c c
cc c" c c c c c c- c cc c" c c c c c cc c c $c
Întreabarea I - SunteMd consu ator de cafea? @c 4c @c 0 c cccccccccccc!c" c c c c c c cccc c& c c c c c
Întreabarea II ± În ce dnteral de rstă ă încadraMd? @c 125/c c @c 52//c c @c /22/c c @c 223/c c c
- c**c c c ccc c c& c cc cc c
" c" c c c c
c
cccccccccccccÎntrebarea III ± Ct de des consu aMd cafea? @c +c c c c ccc @c +c cc c c @c +c c cc @c 4 c1c cc cc cc c ! c c" c c c c c cc c c
c c c c c c c c c c cc c ccc
c
c
cccccccccccccÎntrebrea IV ± Ct de des cu păraMd cafea? @c 4 c1c cc cc c c @c +c c c c @c +c cc1c c @c +c cc5c cc c c c ! c c" c c c c c c
c c
c c c c c c c c c c cc M c ccÎntrebarea V ± Unde preferaMd să serdMd cafeaua? @c c @c <c c @c - c Bc- c c @c c c c c- c c c c c c cc c c c ccc c( c c" cc c ccc c c c cc cc cc ccccccccccccccccc cccÎntrebarea VI ± Care este
otdul prdncdpal pentru care consu aMd cafea?
@c ccc M c" ccc @c 4 c c @c 4 c c c @c #c c c cc cc @c 4 c c c @c -c c c c cc
c- c c c c c c cc c c c cc
cc
c( c c" c c cccc c c c cc cccÎntrebarea VII ± Ce @c c @c > c @c ?&c @c 4 c @c 0 c @c cc
ărcd de cafea aMd consu at în ultd dle 6 lund?
c ccccccccc- c c c c c c c c c c c c c c Întrebarea VII ± AcordaMd o notă
ărcdd Jacobs, de la 1 la 10 ( 1 fddnd pentru
nesatdsfacMde totală Ôd 10 pentru satdsfacMde totală ). c >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> c ccccccccc- c &c c c
c c c c c
c c c " c c c& c c c c cc cc c c c..7c 9c.c c cÔc.7c c c@c Întrebarea IX ± OrdonaMd ur ătoarele caracterdstdcd ale cafeled, în funcMde de d portanMa lor pentru du neaoastră ( 1 - cea
ad puMdn d portantă , 4 - cea
ad
d portantă ). @c ! Mc @c c @c 4 c @c c ccccccccccccc c c c /c c c c c c c &M c Ac! Mc c4 cc c ccccccccccccc c c cc c c cc.cc/c9.c;c cc M c Cc/c;c c c @c c c c c 8 ccc c c cc" c c c c c c c c c ccccccccccccc c
Întrebarea X ± Ce tdp de cafea aMd consu at în ultd ele 6 lund? @c c c @c c c @c c c @c c c @c c ccccccccccc- c c c c c c c c c c c c c c c Mc ccccccccc ccccccccccccÎntrebarea XI ± Referdtor att la consu ul de cafea ct Ôd la actul de cu părare al acesteda, care sunt dntenMddle ds. de ddtor? @c :c cc cc c c c c c"c c" ccÔ cc @c ( c 9@cc" cÔc c c cc @c Ô c cc c cc cc c cc @c Ôc cc c c" c c" c c ccc c Ôc c c cccccccccccccc- c c c c c c c " c c c c M c c c c c" c c c Ô c c c ccccccccccccc ccccccccccccÎntrebarea XII ± Ct de dnteresat(ă) sunteMd să încercaMd sortd ente nod de cafea? @c 4 c @c 8 c c @c * c @c # c @c 8 c c cccccccccccc- c c c c c c c Ô c cM c c& Mc cc " c c c c c ccc
ccccccccccccÎntrebarea XIII ± AMd dord să încercaMd noul sortd ent de cafea Jacobs Choco&Mdnt ( aro ă de cdocolată Ôd
entă ) ?
@c ( c c @c ! M cc @c * c @c 8 cc @c ( cc c cccccccccc- c c c c c c c c c c Mc c c " c c c c c c cMc cc cccccccccccc cccccccccccÎntrebarea XIV ± În care ddntre ur ătoarele categordd de endt ă încadraMd? @c DE77c c @c E77.777c c @c .77..277c c @c Fc.277c c cccc- c c c c c c c Ô c c c c& Mc c c Pretestarea. ccccccccccccc& c Mcc c c c cÔcc cc $ c c Ô cÔc c c c c c c c cc c c" c c c"Ôc c c" c & cÔcc c c c c cc c c c ccc cccccccccccccc- c c cc" c cGc( Mc c cc HcIc c c c c cAc@c4c c@c0 ccc c c cc cc c cc c c c
c c& c ccc ccc c c& c c c ccc cc c c c cc c c cc c cc cc c" cc" cc c c c c4c c ccJIc
c c& c cc ccc c cc c c cc c cccccccccccccc" cc c c& c ccc c" cÔc c" c c & cc c c cc Ôccc cccccccccccccc& c Mc c..c" cc ccc c5c" c( cc c" cAccJ cc c cc.cc.7c cc KIccJ= c Mcc c HIcÔcc c" cJ cc c c MHIc" c" cJ c c c cMc c" c c3c HIc cccc 3.5 Eöantdonul öd procedura de eöantdonare.c # cc c c
c c c c c c c cc c c c c c c c c c ccc c c c c c" c cc c c c c c cc c* c c cL13221c c c c c c c9c71/c cCc32c c c@c c c c c c c cc c* cc $ c/776EEc c c c $ cc c c c c" c12c c3/c c c c cAc c â
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$c c c c cA Repartizarea pe sexe in cadrul grupelor de varsta **** **** **** **** **** **** **** **** *
Femei Barbati
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Operator
Vrsta
Fe ed
BărbaMd
Total
chestdonar c
Sorodoc Radu Andred
25-34
5
0
c
35-44
4
5
c
45-54
3
5
c
55-64
4
4
c
Total
c
c
c
c c c c
Operator
Vrsta
Fe ed
BărbaMd
Total
chestdonar c
Petre Alexandra
Total
25-34
5
4
c
35-44
4
3
c
45-54
5
3
c
55-64
4
2
c
c
c
c
c c c c c
Operator
Vrsta
Fe ed
BărbaMd
Total
chestdonar c
Zadt Andred
Total
25-34
8
2
c
35-44
2
6
c
45-54
2
3
c
55-64
4
3
c
c
c
c
c c
4 c c c c cc c c c c" c c c c c" c c c" c c cc c c c c* c c c $c c cc c c c c c c c cc c c cc > c c c c c c c c c c c c c cAc B ccMc.77NcOc0B0cMc.77Nc c c c c c c c c c c c
Reultate
Intrebarea nr. 1 c Statdstdcsc c 0c
:c
67c
# c
7c
c c Consu atorc c
c
c 8 P Qc ! c :c! c ! c
:c 4c
67c
.777c
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c ( c cc Mc c cc Mc c c.77cNc" c c c & c c c c ccc ( $ c c c Statdstdcsc ( $ c c 0c
:c
67c
# c
7c
c c Sexul respondentuludc c
c
:c #c
c
c 8 P Qc ! c :c! c ! c /7c
///c
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8c
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223c
.777c
? c
67c
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c
- c c c& cc ccc c Ac///cNc c c& c c c c $c c" c c c223c c c c $c c
Intrebarea nr.2 c Statdstdcsc : c c 0c
:c
67c
# c
7c
c c Vrsta respondentuludc c
c
c 8 P Qc ! c :c! c ! c
:c 125/c
11c
1//c
1//c
1//c
52//c
12c
1ELc
1ELc
211c
/22/c
11c
1//c
1//c
E3Ec
223/c
1.c
155c
155c
.777c
? c
67c
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c
c 4 c c c c c Ac c c c c
1//Nc c c& c c c cc" c cc125/c c 1ELNc c c& c c c cc" c cc52//c c 1//Nc c c& c c c cc" c cc/22/c c 155Nc c c& c c c cc" c cc223/c c
Intrebarea nr.3 c Statdstdcsc 8 Mc c 0c
:c # c
# c
67c 7c 166c
c c FrecenMa consu uludc c
c
c 8 P Qc ! c :c! c ! c
:c +c c c c
Ec
ELc
ELc
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+c cc c c
Ec
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+c c cc
23c
311c
311c
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4 c1c cc cc c c
17c
111c
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67c
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c
c 8 Mc c cc Mc c AcELNc c c cc c c CccELNc c cc cc c Cc311cNc c c & c c cc c cCc111cNc c c c1c cc cc c c
Intrebarea nr.4 c Statdstdcsc 8 Mc c c 0c
:c # c
# c ( c4 c c c
67c 7c 1L6c .7E2c
FrecenMa de cu pararec c
c
c 8 P Qc ! c :c! c ! c
:c 4 c1c cc cc c c
./c
.23c
.23c
.23c
+c c c c
.2c
.3Ec
.3Ec
511c
+c cc1c c
1Lc
5..c
5..c
355c
+c cc5c cc c c
55c
53Ec
53Ec
.777c
? c
67c
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c
c 8 Mc c c" c c c Ac.23cNcCc.3ENcCc5..NcCc53ENc c
Intrebarea nr.5 Case Su
aryc
c
c
c
:c
c
0c
R< c
# c
! c
0c
? c
! c
67c .777Nc
7c
0c
7Nc
67c .777Nc
c4& Qc c c c c.c R< c8 P c c
c
c
c
c c
0c
! c 2E3Nc
L77Nc
<c c
16c
151Nc
511Nc
+Bc* c c
17c
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111Nc
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.5L6Nc
c4& Qc c c c c.c c
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E1c
c c ? c
c
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8 M c c" c c c cc c c c Ac9E1cC16c C17cC/c@cc c !cM c c" c" cL7cNc c& cc c c cM c c" c" c511Nc c& cc c c cM c c" c" c111Nc c& cc c c4c/c c//Nc cc c c c cJc c cIccc ccc cc
Intrebarea nr.6 c c Case Su
aryc
c
c
c c
:c 0c
R# c
# c
! c
0c
67c .777Nc
? c
! c 7c
0c
7Nc
! c 67c .777Nc
c4& Qc c c c c.c c $Motd Frequencdesc c
c
c
c
# c c c
#c c c c
c 0c
! c
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4 c c c
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+ c
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2c
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1/c
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13ENc
../c .777Nc
.13ENc
4 c c
( c *c c c ? c c4& Qc c c c c.c
c - c c c Ô c c cc c c c c" c Ac9/3CcECc .3Cc.3Cc2Cc1/@cc c: c;cJ#c M c" cIcc c" c" c2..Nc c& cc c: c;cJ4 c Icc c" c" cELNc c& cc c: c;cJ4 c c cIcc c" c" c.ELNc c& cc c: c;cJ+ MIcc c" c" c.ELNc c& cc c: c;cJ( Icc c" c" c23Nc c& cc c: c;cJ-c c Icc c" c" c13ENc c& c c c c c c
Intreabarea nr. 7 c c c Case Su
aryc
c
c
c c R#c
:c 0c
! c 67c .777Nc
# c 0c
! c 7c
c4& Qc c c c c.c c c c c
? c 7Nc
0c
! c 67c .777Nc
$Marca Frequencdesc c
c
c
c
#c c c
c3c c
c 0c c
! c
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E7c
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4 c
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0 c
./c
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c
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? c
c4& Qc c c c c.c - c c c ö cc c c c" c c3c c c cc Ac 9E7Cc.3Cc.7Cc.LCc./C.7@c c#cc +,(ccc c" c" cEELcNc c& cc c#cc><*?>ccc c" c" c.ELcNc c& cc c#cc?S*,+ccc c" c" c...cNc c& cc c#cc4+08>cc c" c" c17cNcc c& cc c#cc0>(8>ccc c" c" c.23cNc c& cc c ccccc c" c" c...cNc c& cc ccc
Intrebarea nr.8 Statdstdcsc 0 c cc c 0c
:c # c
# c ( c4 c
67c 7c L66c .17/c
# c
2c
#$ c
.7c
c c c Îote acordate c
c
ărcdd Jacobsc
c 8 P Qc ! c :c! c ! c
:c 2c
.c
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3c
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11c
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511c
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2..c
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67c
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c
c 8 Mc c cc c c c9c.Cc.Cc..Cc.3Cc.ECc//c@c0 c c cc c2cc c$c.7c# c cc c cL66c
Intrebarea nr.9 Statdstdcsc c
c
0c
:c
* c c
* c c
* c c
* c c
67c
67c
67c
67c
7c
7c
7c
7c
# c
.c
.c
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#$ c
/c
/c
/c
/c
# c
c I portanMă preMc c
c
:c cc
c c
c 8 P Qc ! c :c! c ! c 6c
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6c
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177c
* c
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cc c
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211c
211c
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67c
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c c
c
c 4 c c M c c Mc M c" c&M c c c
Acc cc cc6c c c M cc ccI cc M c Ic c" c &M c cc cc6c c c M cc cJ! M c Icc c12c c c M cc ccJ* Icc c/Ec c c M cc ccJc cc Icc ccc c c cAcc.7NCc.7cNCc1ELNCc211Ncc ccc c I portanMă caldtatec c
c
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c c
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c 4 c c M c c Mc Mc" c&M c c c
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c
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I portanMă cantdtatec c
c
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ccc
Intrebarea nr.10 Case Su
aryc
c
c
c c R? c
:c 0c
! c
# c 0c
67c .777Nc
c4& Qc c c c c.c c
? c
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c Cafea Frequencdesc c
c
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c3c c c c
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c c c c ? c c4& Qc c c c c.c c
4 c c M c c c c c" c c3c c c Ac L1CcLCcECc17Cc2cc cc c 6..cNc c Mc c c c cc c cL6Nc c Mc c c c cc c cELNc c Mc c c c cc c 111Nc c Mc c c c cc c 23Nc c Mc c c c cc ccc
Intrebarea nr.11 c c Case Su
aryc
c
c
c c R: c
:c 0c
! c 67c .777Nc
# c 0c
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c4& Qc c c c c.c
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c c c c c c Vddtor Frequencdesc c
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c cc c cc cc c c (& c c
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c ccc c öc cc ccc c
Intrebarea nr.12 c c Statdstdcsc * c c c c 0c
:c
67c
# c
7c
c c Interes consu c
c
sortd ente nodc
c 8 P Qc ! c :c! c ! c
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8 c
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15c
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