Vliv vybraných faktorů na rozhodování spotřebitele o nákupu proteinů

Abstract

The theme of the diploma thesis is the impact of selected factors on the consumer's decision about purchasing proteins. The aim of the diploma thesis was to identify key factors that influence consumers when choosing a protein. It was also examined which variants of these factors consumers prefer the most. The secondary objectives were to find out how often consumers consume protein, what protein they prefer, whether they associate the protein with a sporting activity and also to find out the reason for using the protein. In order to meet the individual objectives, a market survey was conducted through an online questionnaire. This questionnaire also included a conjoint analysis. The results of the survey showed that protein flavor is the most influential factor in consumer decisions to buy protein.