ACADEMIA DE STUDII ECONOMICE FACULTATEA DE COMERT

CERCETAREA PREFERINTELOR OAMENILOR PENTRU CAFEA (PROIECT)

BUCURESTI,2004
11

Identificarea problemei si stabilirea scopului: Problema: Lansarea unei n i !ar"i #e "a$ea %e %ia&a r !aneas"a' Scopul: I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea' Stabilirea obiectivelor, ipotezelor si variabilelor cercetarii: Obiectivele cercetarii: I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e se)* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e +ars&a* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e +eni&* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e ni+e(u( #e ins&ruire* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e s&a&u&u( !a&ri! nia(* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e %re&* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e a!,a(a-* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e !ar"a* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e ( "u( #e " nsu!* I#en&i$i"area %re$erin&e( r %en&ru "a$ea in $un"&ie #e ! #u( #e %re%arare a a"es&eia* De&er!inarea in$(uen&ei re"(a!e( r asu%ra %re$erin&e( r %en&ru "a$ea* De&er!inarea in$(uen&ei "a!%anii( r %r ! &i na(e asu%ra %re$erin&e( r %en&ru "a$ea* De&er!inarea "an&i&a&i( r #e "a$ea %e "are a!enii %re$era sa "u!%ere* De&er!inarea ( "u(ui #e un#e a!enii %re$era sa "u!%ere "a$eaua* I#en&i$i"area %re$erin&e( r a!eni( r %en&ru "a$ea in $un"&ie #e in.re#ien&e(e $ ( si&e* Ipotezele cercetarii: Ma- ri&a&ea $e!ei( r "are "u!%ara "a$ea sun& #e se) $e!eies"' Pes&e 2/0 #in&re "ei "are "u!%ara "a$ea au %es&e 10 #e ani' Cea !ai !are %ar&e a "e( r "are "u!%ara "a$ea au +eni&u( !e#iu (unar %es&e 1'/00'000 (ei' Cea !ai !are %ar&e a %ers ane( r "are "u!%ara "a$ea au "e( %u&in 2 "(ase a,s (+i&e' Ma- ri&a&ea %ers ane( r "are "u!%ara "a$ea sun& "asa& ri&e' Pes&e 200 #in %ers ane %re$era sa "u!%ere "a$ea "u un %re& !e#iu' Cea !ai !are %ar&e a "e( r "are " nsu!a "a$ea %re$era "a$eaua a!,a(a&a' Ps&e /00 #in %ers ane(e "are " nsu!a "a$ea %re$era "a$eaua a!,a(a&a in $ (ie #e % (ie&i(ena' Ce( %u&in /00 #in&re %ers ane %re$era sa "u!%ere "a$ea a!,a(a&a* Ma- ri&a&ea %ers ane( r %re$era sa "u!%ere !ar"i "un s"u&e #e "a$ea' Ce( %u&in 100 #in %ers ane %re$era sa "u!%ere "a$ea 3a" ,s' Ma- ri&a&ea %ers ane( r %re$era sa "u!%ere "a$ea #e "a(i&a&e su%eri ara' 2

11

O !i"a %ar&e a %ers ane( r %re$era sa "u!%ere "a$ea "e se %re%ara (a $i(&ru' Ma- ri&a&ea %ers ane( r %re$era sa "u!%ere "a$ea (a "are au +a4u& re"(a!a' Ma- ri&a&ea %ers ane( r %e$era sa "u!%ere "a$ea "are es&e su,ie"&u( unei "a!%anii %r ! &i na(e' Ma- ri&a&ea %ers ane( r %re$era sa "u!%ere "an&i&a&e !i"a #e "a$ea Cea !ai !are %ar&e a %ers ane( r %re$era sa "u!%ere "a$ea #in "en&re " !er"ia(e' Pes&e 500 #in %ers ane(e "are " nsu!a "a$ea $ ( ses" "a in.re#ien& 4a6aru('

Definirea variabilelor cercetarii: Variabila 1' Pre$erin&e(e %en&ru "a$ea Definire conceptuala Definire operationala Re%re4in&a ! &i+a&ie Da % 4i&i+a, e)%ri!a&a %rin Nu " !%a&i,i(i&a&ea a$e"&i+a Nu s&iu $a&a #e un %r #us' Di$eren&iere ! r$ ( .i"a si Bar,a&es" $i4i ( .i"a a $iin&e( r u!ane Fe!eies" in !as"u(i si $e!e(e' Ti!%u( s " &i& #e (a 12 8 2/ ani nas&erea unei $iin&e %ana (a 29 8 4/ ani un anu!i& #in +ia&a ei' 49 8 90 ani %es&e 90 #e ani T &a(i&a&ea su!e( r ne&e Su, 1,/ !i(' in"asa&e #e %ers ana %e 1,/ !i(' 8 1 !i(' (una an&eri ara "e(ei in "are 1,1 !i(' 8 / !i(' se +a #e"(ansa "er"e&area' /,1 !i(' 8 : !i(' Pes&e : !i(' Ni+e(u( #e %re.a&ire si E(e!en&are (4 "(ase) insusire a "un s&iin&e( r in ;i!na4iu (2 "(ase) ins&i&u&ii(e #e in+a&a!an&' S" a(a %r $esi ana(a (10 "(ase)* Li"eu(<% s&(i"ea(a Fa"u(&a&e S&u#ii % s&uni+ersi&are Si&ua&ia "i+i(a a unei Casa& ri&(a) %ers ane' Ne"asa& ri&(a) Di+ r&a&(a) 7a#u+(a) E)%resia ,aneas"a a +a( rii Pre& ri#i"a& unei !ar$i' Pre& !e#iu Pre& s"a4u& Ma&eria( #e %r &e"&ie "u =ar&ie !e&a(i4a&a "are se i!%a"6e&ea4a F (ie #e % (ie&i(ena "a$eaua' =ar&ie inn ,i(a&a "u % (ie&i(ena Se!n #is&in"&i+ a%(i"a& %e A(?a %r #us %en&ru a>( #e se,i #e D u@e E.,er&s 1

2' Se)u( 1' 7ars&a

4' 7eni&u(

/' Ni+e( #e ins&ruire

9' S&a&u& !a&ri! nia(

:' Pre& 2' A!,a(a-

5' Mar"a

a(&e(e , re"un as&e'

%en&ru

a>(

10' Ca(i&a&e

11' M #u( #e %re%arare 12' Re"(a!a

11' Can&i&a&e

14' L "u( #e "u!%arare

Sin&e4a insusiri( r si (a&uri( r esen&ia(e a(e "a$e(ei in +ir&u&a&ea "ar ra un (u"ru se #e se,es&e #e a(&u(' M #u( #e %re.a&ire a( Fi(&ru %r #usu(ui' La i,ri" A"&i+i&a&e %rin "are se Da ur!ares&e "as&i.area Nu in&eresu(ui %u,(i"u(ui %en&ru !ar$a' ;ra!a-u( sau nu!aru( #e /0 . ,u"a&i "u!%ara&e' 100. 12/. 19/. 200. 2/0. /00. Uni&a&ea " !er"ia(a #e =A%er!ar?e& un#e se a"6i4i&i nea4a Cas6BCarrA "a$eaua' Su%er!ar?e& A(i!en&ara Ma.a4in !i" Pia&a C6i s" A(&u(

E(i&a F r& 3a" ,s La+a44a N +a Bra4i(ia T"6i, A(&a Ca(i&a&e su%eri ara Ca(i&a&e a""e%&a,i(a Ca(i&a&e in$eri ara

11

Stabilirea colectivitatii cercetate, a unitatii de observare si a unitatii de sondaj C (e"&i+i&a&ea C %ers ane(e #in !uni"i%iu( Bu"ures&i, "u +ars&a in&re 12 ani si 90 ani' Uni&a&ea #e ,ser+areC %ers ane(e "are "u!%ara si " nsu!a "a$ea' Uni&a&ea #e s n#a- C in#i+i#u(' Alegerea metodei de recoltare 7 ! %era "u un "6es&i nar s&ru"&ura&* M #u( #e " !uni"are "u %ers ana "er"e&a&a es&e #ire"&* M #u( #e " nse!nare a( ras%unsuri( r C inre.is&ra&e #e "a&re %era& ru( #e in&er+iu' L "u( "er"e&ariiC in !a.a4ine' Peri a#a #e rea(i4are a "er"e&arii C :'04'2004 8 21'04'2004' 4

11

 In&er+a(u( #e &i!% in "are se "u(e. #a&e(e C in&re re(e 1/'00 >12'00'

11

Elaborarea c estionarului

11

Stabilirea marimii esantionului si alegerea metodei de esantionare: Me& #a #e esan&i nare 8 esan&i nare si!%(a a(ea& are' Mari!ea esan&i nu(uiC n D E&2 %(1>%)F< G2@ Fie % D 0'/ & D 1,59 G@D H10 N D 1'000'000 %ers ane n ! "#$% persoane Is &"'( sondaj nee) austiv

11 11

*ulegerea datelor + "e(e 40 #e "6es&i nare' Prelucrarea c estionarelor Distributia respondetilor in functie de varsta

,rupe de varsta 12>2/ 29>1/ 19>4/ 49>90 T &a(

-umar persoane 11 5 10 2 40

Procent fata de total ./0 12'/ 22'/ 2/'0 20'0 100'0

Distributia respondetilor in functie de frecventa de consum 1recventa de consum #a&a sau #e !ai !u(&e ri %e 4i 4>9 ri<sa%&a!ana 2>1 ri<sa%&a!ana #a&a %e sa%&a!ana T &a( -umar persoane 11 Procent fata de total ./0 2:'/

10 1/ 4 40

2/'0 1:'/ 10'0 100'0 /

Distributia respondetilor in functie de notorietatea marcilor de cafea Procent fata de total ./0 Da :2'/ 4/ 100 42'/ 5/ 9/ ::'/ 22'/ 22'/ -u 2:'/ // 0 /:'/ / 1/ 22'/ 1:'/ ::'/

2arca A(?a D u@e E.,er&s E(i&a F r& 3a" ,s La+a44a N +a Brasi(ia T"6i, A(&a

-umar persoane Da 25 12 40 1: 12 29 11 11 5 -u 11 22 0 21 2 14 5 : 11

Distributia respondetilor in functie de notorietatea reclamei la marcile de cafea 2arca A(?a D u@e E.,er&s E(i&a F r& 3a" ,s La+a44a N +a Brasi(ia T"6i, A(&a -umar persoane Da 1 1 11 4 2: 9 / 1/ > -u 15 15 5 19 11 14 1/ 2/ 40 Da 2'/ 2'/ ::'/ 10 9:'/ 1/ 12'/ 1:'/ > Procent fata de total ./0 -u 5:'/ 5:'/ 22'/ 50 12'/ 2/ 2:'/ 92'/ 100

Distributia respondetilor in functie de marcile consumate vreodata 2arca A(?a D u@e E.,er&s E(i&a F r& -umar persoane Da 12 4 1: 11 -u 22 19 1 25 Da 10 10 52'/ 2:'/ Procent fata de total ./0 -u :0 50 :'/ :2'/ 9

3a" ,s La+a44a N +a Brasi(ia T"6i, A(&a

19 19 10 22 :

4 24 10 12 11

50 40 2/ // 1:'/

10 90 :/ 4/ 22'/

Distributia respondetilor in functie de marci consumate in ultimele 3 luni 2arca A(?a D u@e E.,er&s E(i&a F r& 3a" ,s La+a44a N +a Brasi(ia T"6i, A(&a -umar persoane Da 10 2 25 9 2/ 5 1 : / -u 10 12 11 14 1/ 11 15 11 1/ Da 2/ / :2'/ 1/ 92'/ 22'/ 2'/ 1:'/ 12'/ Procent fata de total ./0 -u :/ 5/ 2:'/ 2/ 1:'/ ::'/ 5:'/ 22'/ 2:'/

Distributia respondetilor in functie de marcile de cafea consumate cel mai des 2arca a(?a # u@e e.,er&s e(i&a $ r& -a" ,s (a+a44a T &a( -umar persoane 2 2 1: 1 1/ 1 40 Procent fata de total ./0 /'0 /'0 42'/ 2'/ 1:'/ :'/ 100'0

Distributia respondetilor in functie de marca de cafea preferata 2arca A(?a D u@e E.,er&s E(i&a F r& 3a" ,s La+a44a N +a Brasi(ia -umar persoane 2 > 5 > 12 10 > Procent fata de total ./0 /'0 > 22'/ > 4/'0 2/'0 > :

T"6i, A(&a !ar"a T &a(

1 > 40

2'/ > 100'0

Distributia respondetilor in functie de cafea ambalata sau varsata 4ipul cafelei a!,a(a&a +arsa&a T &a( -umar persoane 15 1 40 Procent fata de total ./0 5:'/ 2'/ 100'0

Distributia respondetilor in functie de ambalajul produsului: Ambalaj 6ar&ie !e&a(i4a&a $ (ie #e % (ie&i(ena "u&ie !e&a(i"a T &a( Inre.is&rari (i%sa -umar persoane 2 2: 4 15 1 40 Procent fata de total ./0 20'0 9:'/ 10'0 5:'/ 2'/ 100'0

Distributia respondetilor in functie de tipul de cafea *afea: , a,e !a"ina&a T &a( -umar persoane 4 19 40 Procent fata de total ./0 10'0 50'0 100'0

Distributia preferintelor in functie de modul de preparare al cafelei *afea ce se prepara la: $i(&ru i,ri" e)%ress s (u,i(a T &a( -umar persoane 11 24 2 1 40 Procent fata de total ./0 12'/ 90'0 /'0 2'/ 100'0

Distributia preferintelor in functie de locul de cumparare al cafelei 5ocul de cumparare 6A%er!ar?e& "as6I"arrA su%er!ar?e& a(i!e&ara !a.a4in !i" %ia&a "6i s" T &a( -umar persoane 10 2 : 9 2 4 1 40 Procent fata de total ./0 2/'0 /'0 1:'/ 1/'0 20'0 10'0 :'/ 100'0

Distributia preferintelor in functie de ingedientele folosite la cafea Ingredient Ja6ar Ja6arina<in#u("i& r La%&e S!an&ana Fris"a A(&e(e -umar persoane Da 19 / 21 > 5 1 -u 4 1/ 15 40 11 1: Da 50 12'/ /2'/ > 22'/ :'/ Procent fata de total ./0 -u 10 2:'/ 4:'/ 100 ::'/ 52'/

Distributia preferintelor in functie de locul de consum 5ocul in care se consuma cafeaua 1' A"asa 2' La ser+i"iu<s" a(a 1' Ca$ene(e<,aruri<&erase 4' Res&auran&e /' La %rie&eni -umar persoane Din Adesea cand in 7ar cand 5 / : 12 1 2 19 11 > / 1 14 15 1: 1

Intot6 deaua 15 10 4 > 1

-iciodata > : 5 12 >

4otal 40 40 40 40 40

Distributia preferintelor in functie de gramajul ambalajului la cafea ,ramaj 100. 12/. 200 2/0 /00 T &a( -umar persoane 9 5 4 11 10 40 Procent fata de total ./0 1/'0 22'/ 10'0 2:'/ 2/'0 100'0

Influenta reclamei asupra preferintelor consumatorilor Influenteaza reclama consumatorul8 #a nu T &a( -umar persoane 21 1: 40 Procent fata de total ./0 /:'/ 42'/ 100'0

Distributia respondentilor in functie de importanta acordata urmatorilor factori de influenta a deciziei de cumparare Me#ia $ie"arui $a"& r Fa"& ri #e in$(uen&a 0,: 0,92 >0,/2 >0,:2 1,4/ >0,/2 >0,02/ >0,5 >1,9 1' Pre&u( 2' Mar"a 1' Ori.inea "a$e(ei (un#e es&e %r #usa "a$eaua) 4' A!,a(a-u( /' ;us&u( "a$e(ei 9' Pr ! &ii(e (a %a"6e& :' Fa%&u( "a %a"6e&u( &re,uie sa $ie +i#a& 2' Pu,(i"i&a&ea 2' Cu( area a!,a(a-u(ui -umar persoane 1oarte Important important 14 11 2 > 20 > 1 4 > 10 11 4 / 12 5 15 2 > -ici nici 11 11 12 11 2 5 : / / Putin important / / 1/ 10 > 14 4 12 9 1oarte putin important > > : 12 > 2 5 1: 25

5' Taria

1:

14

>

2edia notelor acordate de respondenti urmatoarelor afirmatii: Afirmatia 1' Cu!%ar a"eeasi !ar"a #e "a$ea #e $ie"are #a&a' 2' Mar"a #e "a$ea %e "are "u!%ar es&e una "un s"u&a' 1' Ca$eaua %e "are "u!%ar es&e una #e "a(i&a&e' 4' Pre$er !ar"a #e "a$ea s&raina' /' Pre$er "a$eaua "u ar !a %u&erni"a' 9' Ca$eaua %e "are "u!%ar a! +a4u&> in&r> re"(a!a T7' :' Pre$er sa "u!%ar !ar"a #e "a$ea "u renu!e' 2edia notelor :'/1 2'22 2'4/ 9':/ 2'0/ 9'22 9'5/ Importanta pt cump9 4 2 1 9 1 : /

2edia punctelor acordate de respondenti urmatoarelor caracteristici: *A7A*4E7IS4I*A AROMA CULOARE CONCENTRATIE CALITATE -79PE7S9 40 40 40 40 S:2A P:-*4E5O7 2EDIA P:-*4E5O7 12// 11'12 /0/ 12'91 1050 2:'2/ 11/0 22':/

Distributia respondentilor in functie de posturile de televiziune pe care le urmaresc Procent fata de total ./0 Da 1:'/ :/ 2/ 2:'/ 1:'/ 40 40 /2'/ 50 100 :/ 22'/ -u 92'/ 2/ :/ :2'/ 92'/ 90 90 4:'/ 10 > 2/ ::'/ 1

Postul de televiziune A"asa T7 An&ena 1 A& !i" T7 B1 T7 Dis" +erA =BO MT7 Na&i na( T7 Pri!a T7 Pr T7 T7R 1 T7R 2

-umar persoane Da 1/ 10 10 11 1/ 19 19 21 19 40 10 5 -u 2/ 10 10 25 2/ 24 24 15 4 > 10 11

A(&e(e

12

22

10

:0

Distributia respondentilor in functie de se) Se) Bar,a&es" Fe!eies" T &a( -umar persoane 21 15 40 Procent fata de total ./0 /2'/ 4:'/ 100'0

Distributia respondentilor in functie de ocupatie Ocupatie Pa&r n Li,er%r $esi nis& Mana.er An.a-a& "u s&u#ii su%eri are an.a-a& "u s&u#ii !e#ii !un"i& r "a(i$i"a& !un"i& r ne"a(i$i"a& s&u#en&<e(e+ Casni"a S !er T &a( -umar persoane 1 1 2 : 12 2 1 10 1 1 40 Procent fata de total ./0 :'/ 2'/ /'0 1:'/ 10'0 /'0 2'/ 2/'0 2'/ 2'/ 100'0

Distributia respondentilor in functie de nivelul educatiei :ltima scoala absolvita ;i!na4iu s" a(a %r $esi na(a (i"eu<% s&(i"ea(a uni+ersi&a&e s&u#ii % s&uni+ersi&are -umar persoane 1 1 2/ 12 1 Procent fata de total ./0 2'/ 2'/ 92'/ 10'0 2'/ 1

T &a(

40

100'0

Distributia respondentilor in functie de starea civila Starea civila Casa& ri&<a Ne"asa& ri<a& Di+ r&a&<a 7a#u+<a T &a( -umar persoane 12 15 1 > 40 Procent fata de total ./0 4/'0 4:'/ :'/ > 100'0

Distributia respondentilor in functie de venit -ivelul venitului K 1,/!i( 1,/ > 1!i( 1,1 > /!i( /,1 > :!i(' L :!i( T &a( -umar persoane 1 10 12 5 2 40 Procent fata de total ./0 2'/ 2/'0 10'0 22'/ 20'0 100'0

Distributia respondentilor in functie de venit si frecventa de consum venitul respondentulu #a&a sau #e i !ai !u(&e ri %e 4i K1,/!i( 1,/>1!i( 1,1>/!i( /,1>:!i(' L:!i( 4otal > 1 1 1 9 11 frecventa de consum 4>9 2> ri<sa%&a!ana 1 ri<sa%&a!ana 1 > 5 1 4 1 1/

#a&a %e sa%&a!ana >

4otal

1 10 12 5 2 40

4 4 1 10

4 4

Distributia respondentilor in functie de ocupatie si tipuri de cafea preferata 4ipul de cafea Ocupatia respondentului %a&r Li,er !ana.er an.a-a& an.a-a& !un"i& !un"i& r s&u#en& "asni"a s !er n %r $esi "u "u s&u#ii r ne"a(i$i"a <e(e+ nis& s&u#ii !e#ii "a(i$i"a & su%eri & are > 1 > 1 > > > > > 1 1 1 2 : : 5 12 2 2 1 1 10 10 1 1 1 1 T &a(

B a,e > Ma"ina 1 &a 4otal 1

4 19 40

Distributia respondentilor in functie de preferintele pentru tipul de cafea si se) 2od preparare cafea $i(&ru i,ri" e)%ress s (u,i(a T &a( M / 11 2 1 21 se)ul respondentului F 2 11 15 T &a( 11 24 2 1 40

Distributia respondentilor in functie de venit si marca cel mai des cumparata venitul respondentului marca cons cel mai des K1,/!i( a(?a > # u@e e.,er&s e(i&a $ r& -a" ,s > > > 1 > 4 1 4 1,/>1!i( 1 1,1>/!i( > > 2 > 1 1 1 > 4 1 4 > 1 2 1: 1 1/ 1 /,1>:!i(' 1 L:!i( > T &a(

(a+a44a T &a(

> 1

> 1 2 > 10 12 5 2 Distributia respondentilor dupa varsta si marca preferata varsta respondentului

1 40 T &a(

2arca preferata A(?a E(i&a 3a" ,s La+a44a T"6i, 12>2/ > 2 2 2 1 11 29>1/ > 2 4 1 > 5 19>4/ > 1 1 4 > 10 49>90 2 2 1 1 > 2 2 5 12 10 1 40

;9Analiza si interpretarea datelor Analiza univariata a datelor: ,rupe de varsta 12>2/ 29>1/ 19>4/ 49>90 T &a( -umar persoane fi 11 5 10 2 40 2ijlocul intervalului mi 21'/ 10'/ 40'/ /1 > fi<mi 2:5'/ 2:4'/ 40/ 424 1121 -i 11 22 12 40 >

Ma D 1121<40D 14'/2 8 !e#ia ari&!e&i"a>!e#ia #e +ars&a a "e( r "are au ras%uns es&e #e 14'/2 ani' M se a$(a in in&er+a(u( 12>2/ ani' M D 12 N : (11<11N4) D 21,1/ ani U!e D ($i)<2 D 40<2 D 20 8 in&er+a(u( in "are se .ases&e !e#iana es&e (29*1/) MeD 29 N5O P(20 8 11)<5Q D 11 ani Analiza bivariata a datelor: Distributia respondentilor dupa varsta si marca preferata varsta respondentului 2arca preferata A(?a E(i&a 3a" ,s La+a44a T"6i, 12>2/ > 2 2 2 1 29>1/ > 2 4 1 > 19>4/ > 1 1 4 > 49>90 2 2 1 1 > 2 5 12 10 1 1 T &a(

T &a(

11

10

40

4estul => ?#:legatura intre marcile preferate si varsta respondentului nu este semnificativa din punct de vedere statistic9 A"" ! #,$@ A">!#,A@ A"3!#,@ A"A!#,A A>"!>,;3 A>>!>,#3 A>3!>,>@ A>A!",% A3"!@,%@ A3>!A,#@ A33!A,@ A3A!3,$ AA"!3,>@ AA>!>,>@ AA3!>,@ AAA ! > =>calc !"A,A@ =>tab n!">B !#9#@ ! >%,3 =>calc& =>tab + ipoteza nula se accepta Distributia respondentilor in functie de preferintele pentru tipul de cafea si se) 2od preparare cafea se)ul respondentului T &a( $i(&ru M / F 2 11

i,ri" 11 11 24 e)%ress 2 2 s (u,i(a 1 1 T &a( 21 15 40 ?o: legatura intre modul de preparare al cafelei si se)ul respondentului nu este semnificativa9 A"" ! $,%> A">!$,"(@ A>"!">,$ A>>!"",A A3"!",#@ A3>!#,;@ AA"!#9@>@ AA>!#,A(@ =>calc ! 3,($$" =>tab, n!3, !#9@ ! >,3( =>calcC =>tab + nu se accepta ipoteza ?o *! .3,($$"'A3,($$"0 !#,>; + legatura dintre cele doua variabile este directa , insa nu este foarte puternica9 Distributia respondentilor in functie de venit si frecventa de consum venitul frecventa de consum respondentulu #a&a sau #e 4>9 #a&a %e i 2> !ai !u(&e ri ri<sa%&a!ana sa%&a!ana 1 ri<sa%&a!ana %e 4i K1,/!i( > 1 > >

4otal

1,/>1!i( 1 > 5 > 10 1,1>/!i( 1 4 1 4 12 /,1>:!i(' 1 4 4 > 5 L:!i( 9 1 1 > 2 4otal 11 10 1/ 4 40 ?o: legatura intre venitul respondentului si frecventa de consum nu este semnificativa din punct de vedere statistic 9 1

A"" !#,>(@ A">!#,>@ A"3!#,3(@ A3"!3,3 A3>!3 A33!A,@

A"A!#," A>"!>,(@ A>>!>,@ A>3!3,(@ A>A!" A3A!",> AA"!>,A(@ AA>!>,>@ AA3!3,3( AAA !#,;

=>calc !3(,#3A =>tab, n!">, !#9#@ !>%,3 =>calcC =>tab + nu se accepta ipoteza ?o *! #,$; + legatura intre cele doua variabile este puternica si directa9

Interpretarea rezultatelor cercetarii:

In ur!a %re(u"rarii #a&e( r se % a&e ,ser+a "a 12,/0 #in " nsu!a& rii #e "a$ea au +ars&a "u%rinsa in&re 12>2/ #e ani, iar "ei !ai %u&ini a%ar&in in&er+a(u(ui #e +ars&a 49>90 #e ani, re%re4en&an# #e 20 0'
40

30

20

10

Percent

0 18-25 26-35 36-45 46-60

varsta respondentului

Se % a&e ,ser+a "a 2:'/0 #in res% n#en&i " nsu!a #a&a sau #e !ai !u(&e ri %e 4i , 2/0 #in res% n#en&i " nsu!a #e 4>9 ri %e sa%&a!ana, 1:'/0 #e 2>1 ri %e sa%&a!ana, iar 100 #a&a %e sa%&a!ana' Distributia respondetilor in functie de frecventa de consum

40

30

20

10

Percent

0 o data sau de mai mu 2-3ori/saptamana o data pe saptamana 4-6 ori/saptamana

frecventa de consum

In "eea "e %ri+es&e n & rie&a&ea !ar"i( r, %u&e! s%une "a "ea !ai "un s"u&a es&e !ar"a E(i&a(1000), ur!a&a #e 3a" ,s re"un s"u&a #e 5/0 #in res% n#en&i si T"6i, (22,/0),iar %e ( "u( a( %a&ru(ea se si&uea4a !ar"a N +a Brasi(ia "u un %r "en& #e ::,/' Din s&u#iu re4u(&a "a 52,/0 #in res% n#en&i au " nsu!a& "e( %u&in #a&a !ar"a E(i&a, 500 #in a"es&ia !ar"a 3a" ,s, //0 > T"6i, , 400 > La+a44a, iar 100 > A(?a' 2arca cel mai des consumata este Elita 8 42,/0, ur!a&a #e 3a" ,s "u un %r "en& #e 1:,/' Pe u(&i!e(e &rei ( "uri se si&uea4a A(?a si D u@e E.,er&s, a!,e(e "u /0 si !ar"a F r& "u un %r "en&2,/0'
50

Distributia respondentilor dupa marca cel mai des consumata Prin&re marcile preferate a(e r !ani( r se nu!ara !ar"a 3a" ,s 8 4/0 #in & &a(u( res% n#en&i( r, ur!a&a #e !ar"a La+a44a 8 2/0 si #e !ar"a E(i&a 22'/0' In %re$erin&e(e res% n#en&i( r nu se nu!ara "a$eaua D u@e E.,er&s, F r& si N +a Brasi(ia'

40

30

20

10

Percent

0 al"a dou e e!berts elita fort jacobs lavazza

marca cons cel mai des

#c$ibo %avazza (l"a

'lita

&acobs

5:,/0 #in res% n#en&i %re$era sa "u!%ere "a$ea a!,a(a&a, iar in "a4u( a(e.erii in&re "a$ea , a,e si !a"ina&a, 500 #in res% n#en&i %re$era sa "u!%ere "a$ea !a"ina&a' In functie de modul de preparare , res% n#en&ii %re$era sa "u!%ere "a$ea "e se %re%ara (a i,ri" (900 #in a"es&ia), 12'/0 %re$era sa "u!%ere "a$ea "e se %re%ara (a $i(&ru, /0 "a$ea e)%ress si 2'/0 "a$ea s (u,i(a'
distributia respondentilor dupa preferintele pentru prepararea cafelei
30

20

Distributia preferintelor in functie de locul de cumparare al cafelei

10

+td* ,ev - *66 )ean - 1*8 0 1*0 2*0 3*0 4*0 . - 40*00

)od preparare cafea

c$iosc piata $0permar"et

ma!azin mic

cas$/carr0

supermar"et alimetara

Ma- ri&a&ea res% n#en&i( r 8 2/0 #in a"es&ia> %re$era sa a"6i4i&i ne4e "a$eaua #in 6i%er!ar?e&uri, 1:,/0 #n su%er!ar?e&uri, /0 #in "as6B"arrA, 200 #in a"es&ia #in&r>un !a.a4in !i", 1/0 #in a(i!en&ara, 100 #in %ia&a si :,/0 #e (a "6i s"uri' In .enera(, res% n#en&ii prefera sa " nsu!e "a$eaua "u 4a6ar 8 500, "u (a%&e /20 #in&re a"es&ia, iar 22,/0 "u $ris"a' In ran#u( factorilor de influenta i!% r&an&i in a(e.erea "a$e(ei se nu!ara %re&u(,.us&u(, &aria si !ar"a, iar in ran#u( "e( r !ai %u&in i!% r&an&e ri.inea "a$e(ei, a!,a(a-u(, %r ! &ii(e (a %a"6e&, %u,(i"i&a&ea' Cara"&eris&i"a "ea !ai i!% r&an&a #e "are &ine " n& " nsu!a& ru( a&un"i "an# a(e.e !ar"a #e "a$ea es&e ar !a ("u !e#ie #e 11 %un"&e), ur!a&a #e "a(i&a&e ("u !e#ie #e 22,:/ %un"&e) si #e " n"en&ra&ie("u !e#ie #e 2:,2/ %un"&e)' Distributia respondentilor in functie de se) Du%a "u! se % a&e ,ser+a 4:,/ 0 #in&re "ei "are %re$era sa " nsu!e "a$ea sun& re%re4en&an&i #e %ers ane(e #e se) $e!eies", iar /2,/ 0 #e "e(e #e se) ,ar,a&es"'
)

Cea !ai !are $re"+en&a a " nsu!a& ri( r #e "a$ea .asi! in ran#u( s&u#en&i( r si in ran#u( an.a-a&ii( r "u s&u#ii !e#ii si a an.a-a&ii( r "u s&u#ii su%eri are'

Distributia respondentilor in functie de ocupatie

40

30

20

Percent

10

0
on tr pa
50 40 30 20 10

ocupatia r espondentului

lib p er
0

a! an m er t is on

j !a an at

j !a an at

a ic sn ca v le t/e at ic en l if ud ca st ne r to ci at ic un li f m ca r e to im ci di un u m st

so er m

si fe ro

cu u st

cu u is di

Percent

casatorit

necasatorit

divortat

stare civila

Ma- ri&a&ea %ers ane( r "are %re$era sa " nsu!e "a$ea sun& ne"asa& ri&e (4:,/0), ur!a&e #e %ers ane(e "asa& ri&e(4/0) si #e %ers ane(e #i+ r&a&e (:,/0)' 100 #in&re "ei "are %re$era sa " nsu!e "a$ea au +eni&u( "u%rins in&re 1,1>/!i(i ane (ei, 2/0 #in&re res% n#en&i au un +eni& "u%rins in&re 1,/ 8 1 !i(' Lei, iar200 #in&re res% n#en&i un +eni& !ai !are #e : !i(i ane (ei' Distributia preferintelor in functie de venit

40

30

20

10

Percent

0 5145mil 145-3mil 341-5mil 541-3mil* 23mil

venitul respondentului

In "eea "e %ri+es&e #is&ri,u&ia " nsu!a& ri( r "are %re$era sa " nsu! "a$ea in $un"&ie #e s&u#ii(e a"es&uia, %u&e! s%une "a !a- ri&a&ea es&e re%re4en&a&a #e "ei "are au a,s (+i& (i"eu(<s" a(a % s&(i"ea(a, ur!a&i #e "ei "are au a,s (+i& uni+ersi&a&e (100)'

30

60

50

40

30

20

Percent

10 0 !imnaziu liceu/postliceala scoala profesionala universitate studii postuniversit

studii respondent

Pes&e /00 #in&re res% n#en&i re"un s" "a %re$erin&e(e ( r sun& in$(uen&a&e #e re"(a!e(e !ar"i( r #e "a$ea '

60

50

40

30

20

Percent

10

0 da nu

6nfluenta reclamei