cercetarea motivelor de cumparare a cafelei

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  • 7/26/2019 Cercetarea Motivelor de Cumparare a Cafelei

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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

    4

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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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    15

    20

    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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    12

    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'.

    5

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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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    16

    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! (.

    6

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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

    (("e$(!.r#A$er%'.r#

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