Analýza postojů spotřebitelů ke značce BIO cereálií

Abstract

The aim of the diploma work was to identify consumers' attitudes to a brand of bio cereals Zdravý život (Wellness) produced by a company Semix Pluso. The marketing research has became a main instrument to fulfil the aim of this work. Realization of bio fairs in September – a month of bioproducts gave an unique opportunity for collection of primary information by a method of personal questioning. There were 180 respondents questioned. The method of an individual interview with usage of testing sensory features of selected products was chosen next for deeper recognition of consumers' attitudes to company's bio cereals. The interviews were with 20 persons realised. On the basis of analysed information there were created suggestions and recommendations targeting namely package of the product, places of purchase and marketing communication. A target group of customers has been proposed as well.