Unlocking Nespresso’s digital edge in e-commerce
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| Format: | Thesis |
| Kulcsszavak: | coffee coffee consumption e-commerce Hungary Nespresso |
| Online Access: | http://dolgozattar.uni-bge.hu/58822 |
| Abstract: | This thesis explores the transformation of coffee culture and consumption patterns from a historical, economic, and cultural perspective, with a particular emphasis on the evolving role of e-commerce in the coffee sector. After outlining the global and Hungarian coffee markets, the study focuses on the case of Nespresso's operations in Hungary, highlighting the company's adaptation to digital channels. Combining qualitative interviews and a quantitative survey, the research examines the online purchasing behavior of Hungarian consumers aged 18–34, identifying key barriers and motivators influencing e-commerce adoption. The findings contribute to understanding how global coffee brands can optimize their digital strategies to better meet local consumer needs. By integrating theoretical frameworks with empirical insights, the thesis offers actionable recommendations for enhancing Nespresso’s digital competitiveness in Hungary, while also contributing to broader discussions on digital transformation in the coffee industry. The study thereby not only maps the evolving consumer journey but also critically assesses the opportunities and limitations inherent in e-commerce-driven growth strategies. |
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