Analýza spotřebitelského chování na trhu objednání hotových jídel přes internet

Abstract

This bachelor’s thesis analyses consumer behaviour on the market of ordering ready meals via the Internet in the Moravian-Silesian region. The aim of this thesis is to explore the attitudes of respondents to ordering ready meals via the Internet, to identify which platforms customers use, and to assess the important factors that influence creating an order for ready meals via the Internet. The theoretical part of this thesis discusses the bases of consumer behaviour and the characteristics of the market of ordering ready meals via the Internet. The methodological section explains the procedure of quantitative research. Data were collected through an electronic questionnaire. The practical part of this thesis contains the data analysis and a discussion of the results. Based on the results of the analysis, suggestions and recommendations were made.