Analýza nákupního chování na trhu s dětskou výživou

Abstract

This diploma thesis deals with analysis of consumer behaviour. The aim of my work was to analyze consumer behaviour of families with children living in Přerov, who buy and use child nutrition. These results were also compared with the situation in the Czech Republic. To the comparison, I used data which were published in professional magazines. The work is divided into seven chapters. The first chapter is an introduction. The second chapter deals with the description of market trends. It describes mainly news and market trends, market developments in Přerov and the main companies acting on this market. The next chapter I concerned to theoretical background of consumer behaviour. After this chapter follows chapter which examines the realization of primary research. The fifth chapter contains an analysis of consumer behaviour. Another chapter includes suggestions and recommendations for vendors and manufacturers in the market of child nutrition. The last chapter is the conclusion.