cercetarea motivelor de cumparare a cafelei
TRANSCRIPT
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SNSPA, FACULTATEA DE TIIN E POLITICE
CERCETAREA MOTIVELOR DE CUMPRARE A CAFELEI
COMPORTAMENTUL CONSUMATORULUI DE CAFEA
PIELEANU ADRIANA- CRISTIANA
PSIHOLOGIE,
ANUL III
2016
CUPRINS
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1. Prezen!re! "r#$%&%'%(- Ir(! )!*e'e(2. Cerere! ( #*er! $e )!*e! "e "(! ! r#+ne!&) . C#+"#r!+en%' )#n&%+!#r%'%(
/. Cer)e!re "r((n$ )#+"#r!+en%' )#n&%+!#r('#r $e )!*e!/.1 I$en(*()!re! "r#'e+e( ( &)#"%' )er)er((/.2 O(e)(e'e ( ("#eze'e )er)er((/. Me#$ ( "!r()("!n (, (n&r%+en%' )er)er((
. Iner"re!re! $!e'#r, )#n)'%z((
3('(#4r!*(e
1. PRE5ENTAREA PRODUSULUI- ISTORIA CAFELEI
Pr(+! re*er(n $e&"re )!*e!, $!e!z n) $e r(n &e)#'%' !' I7-'e!, n& re%(e +en (#n!
*!"%' ) +%'e &e)#'e n!(ne, e8(&!% +%'e 'e4en$e !r!e $e&"re +(&er(#!&! ( !+!r!
%%r )% "%er( &(+%'!#!re. 9n&, )e! +!( e&( 'e4en$ re'!! nr-%n! $(nre )e'e ,, O
+(e ( %n! $e n#" (:e&e !r(%( '%( ;!'$( ( &e &"%ne ) !)e& "r ( $%)e! +ere% %r+!
'! "e&)%( n !"r#"(ere! %ne( +n&(r(.
A&*e' ) "r(n
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$een( )%n#&)%e ( &% n%+e'e $e :"enn>-%n(er&((e&:, !&! "enr% ) (ne'e)%!'(( ( !r( ((
&e re%ne!% n )!*ene'e, (!r "re %' %ne( )!*e'e er! $e %n "enn>.
Pr(n 1?0?, r!z('(en(( !% !
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O $e*(n (e ! )#+"#r!+en%'%( )#n&%+!#r%'%( "#!e *( ,,#!'(!e! !)e'#r, !(%$(n('#r,
$e)(z(('#r !)e&%(!: "r((n$ *#'#&(re! en(%r('#r &!'e "enr% !)=(z( (#n!re! +r*%r('#r,
&er()(('#r ( "enr% e)#n#+((. C!#(%, Te#$#re&)%, 200/
/. CERCETARE PRIVIND COMPORTAMENTUL CONSUMATORILOR DE CAFEA
/.1 I$en(*()!re! "r#'e+e( ( &)#"%' )er)er((
Problema e&e re"rezen! $e !n!'(z! )#+"#r!+en%'%( )#n&%+!#r%'%( $e )!*e! $(n
G(%r4(%.
Scopule&e re"rezen! $e )er)e!re! +#(e'#r "enr% )!re #!+en(( )%+"r )!*e!.
/.2 O(e)(%' )er)er((1. C!re &%n +r)('e $e )!*e! )%+"r!e )e' +!( $e&2. C!re &%n +#(e'e "enr% )!re !)e (! !)=(z( (#nez )!*e!
- Deer+(n!re! +r)('#r $e )!*e! )!re &%n !)=(z( (#n!e )e' +!( $e&- De&)#"er(re! +#(e'#r "enr% )!re !)=(z( (#ne!z )!*e!
I"#eze'e )er)er((
- )!*e!%! e&e )#n&%+! $e *#!re +%' ( (ner( $(n #r! %' G(%r4(% )% r&e )%"r(n&e
nre 1B-0 !n(
- )ee! )e ( $eer+(n & !)=(z( (#neze )!*e!%! e&e !r#+!, r(!, "')ere!./. Me#$ ( "!r()("!n (
A+ !'e& "enr% !)e!& )er)e!re 0 "!r()("!n ( )% r&! )%"r(n& nre 1B-0 !n(,*e+e(
r! (, (!r "enr% re)#'!re! $!e'#r !+ *#'#&( +e#$! $e )#+%n()!re &r%)%r!, !n%+e %n
)=e&(#n!r &r%)%r!.
Re)#'!re! (n*#r+! (('#r, )#+"'e!re! )=e&(#n!re'#r, &-! $e&* %r! n , )!*ene'e.
In*#r+! (('e !% *#& re)#'!e n "er(#!$! 11-12 (%n(e, / #re, 2=z(, (!r $%r!!
)=e&(#n!r%'%( -@ +(n%e.
. INTERPRETAREA DATELOR I CONCLU5II
A+ !n!'(z! r&"%n&%r('e *(e)re( nrer(, !&*e'J
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1. S%ne ( )#n&%+!#r $e )!*e!- !$re&! "enr% ! e$e! n%+r%' )#n&%+!#r('#r $e )!*e!
da
nu
Per!ne'e (ner(e!e &%n )#n&%+!#!re $e )!*e!.
2. C!re &%n +#(e'e "enr% )!re )#n&%+! ( )!*e!- !$re&! "enr% ! $eer+(n! #(e)(%'
)enr!', +#(e'e $e )%+"r!re ( )#n&%+
aroma tria plcere
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9n 4ener!' #!+en(( )#n&%+ )!*e%! "enr% !r#+! "e )!re # !re ( "enr% ) 'e "'!)e & e!
)!*e!, e&e )! %nn ()(% "en%r e( .
. Ce (" $e )!*e! )#n&%+! ( )e' +!( $e& - r&"%n& %n(), "enr% ! $eer+(n! r!n$-%' $e
)!*e! "re*er!
jacobs amaroy doncafe
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S%r"r(nz#r nre !)e&e! &%n r!n$%r('e "re*er!e $e )#n&%+!#r(, K!)#& e&e # )!*e!
!r#+! ( !re ( %n "re %n, A+!r#>%' e&e # )!*e! ne+ e!&), !re $!r *#!re !r#+!,
(!r D#n)!**e%' '! *e'.
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/. C!re &%n +#(e'e "enr% )!re )#n&%+! ( !)e!& +!r) $e )!*e!
preul pl[cere- aroma brandul
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Re&"#n$en (( )#n&%+ )!*e!%! "enr% ) 'e "'!)e, )ee! )e n&e!+n ) n% )#ne!z
ne!"!r! "re %' )!*e'e( #r( r!n$%', )( "%r ( &(+"'% !r#+! 'e "'!)e .
. D(n )e +!4!z(n !)=(z( (#n! ( )e' +!( $e& )!*e!%!
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Se "#!e #&er! ) "enr% #!+en( n% )#ne!z $e %n$e &( !)=(z( (#ne!z )!*e%!, !!
(+" ) 4&e&) +!r)! )!re 'e *!)e "')ere.
6. C!e4#r(! $e r& n )!re n)!$r! (.
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18-25 25-30
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3('(#4r!*(e1. An4=e' L!%ren (% , :3%&&(ne&& +!re(n4:, E$( (! II, E$. Ur!n%&, 3%)%re (, 2002 2. S)=(**+!n Le!n, : C#&%+er e=!(r#%r:, E$. PernPre()e H!'', 200@. C!#(% I ( Te#$#re&)% N. , ,, C#+"#r!+en%' )#n&%+!#r%'%(, A#r$!re e#re():, E$.
Ur!n%&, 3%)%re (, 200/, ".1@/. S#'#+#n R., R%&&e'-3enne, Pre(e K#&e"=(ne, : C#n&%+er e=!(#%r- %>(n4, =!(n4,
e(n4:, r$ E$((#n+ Pe!rn A%&r!'(!, 201
. P!r() De Pe'&+!)er, (+ K!n&&en&, E''en Ser)8, C!r#'(ne M(e'!n&, : C#n&%+er"re*eren)e& *#r =e +!re(n4 #* e=()!''> '!e''e$ )#**ee:, Inern!(#n!' M!re(n4
Re(e, #' 22," 12, 200
A'e &%r&e ne ((n (*()e
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