Návrh typologie spotřebitelů na trhu doplňků stravy

Abstract

This thesis concerns itself with analysis of cosumer behaviour on the food supplement market. It consists of a theoretical and a practical part. The first chapter contains theoretical basis of consumer behaviour and marketing mix 4C. The next chapter characterizes the food supplement market. The practical part is based on a questionnaire survey that investigates the influence of various factors on consumers and their preferences when buying food supplements. It is then followed by analysis of the obtained data, which also containts application of appropriate statistical methods to test the research hypotheses. The main goal of the thesis is to analyze consumer behaviour on the food supplement market based on chosen research methodology.