Identifikace postojů spotřebitelů k účelovým značkám na trhu potravin

Abstract

The aim of my thesis is identification the attitudes of customers to specific information labels on the food market. In the concrete I have focused on the ten specific information labels, that are used for food in Czech Republic and included Czech, European (from European Union) and international labels. I was interested in acquaintance of these labels, the factors that have influence the customer when purchasing food and price sensitivity. In the theoretical part of the work I dealt with the theoretical possibilities of the application of specific information labels and attitude of customers to the labels. I also characterized the ten selected specific information labels to established criteria. The main part of this work is the marketing research conducted through oral and electronic interviews on sample of 150 respondents and subsequent analysis of results. This resulted in proposals for the use of targeted labels. The research showed in particular the need of better marketing communications.