Analýza nákupního chování na trhu potravin

Abstract

This diploma thesis focuses on the analysis of purchase behavior in the food market. The objective of the thesis is to find out what kind of purchase behaviour the customers evince in the czech food market. The aim of the research was to define the specifics of purchase behavior in the food market. Furthermore, the factors influencing the purchase behavior and the purchase itself as well as after-purchase behavior were analyzed. The main source of information were the primary data obtained by questionnaire survey. On the basis of the research results, the suggestions and recommendations were determined which might serve as inspiration for the food retailers and thus contribute to higher customer satisfaciton.