Analýza postojů zákazníků na trhu superpotravin

Abstract

The main objective of this diploma thesis was to suggest a typological profile of customers on the market of superfoods on the grounds of approach to these foods and also to make suggestions and recommendations. The major focus was placed on the marketing research which was conducted in the form of a questionnaire survey. The statistic SPSS program was used for the consequent result processing. Thanks to this program, the analysis of first and second degree, the factor analysis, as well as the cluster analysis could be performed. The results provided basis for dividing the typology of consumers into four groups. These are passive consumers, neutral consumers, economical consumers and loyal consumers. Recommendations was conducted primarily for passive consumers.