Analýza spotřebitelského chování na trhu čerstvých ovocných a zeleninových šťáv

Abstract

The theme of the diploma thesis is the consumer behaviour analysis on the market of fresh fruit and vegetable juices. The research is conducted for the Juiceland s.r.o., which producing fresh fruit and vegetable juices for more than 15 years. The main aim of the thesis is to identify consumer behaviour on the market of fresh fruit and vegetable juices in general and in relation to Juiceland. Partial aims include to define factors which influence consumers when buying fresh fruits and vegetable juices, to find out consumer attitudes towards fresh fruit and vegetable juices and fresh bars, to find out knowledge and popularity of the brand Juiceland and to define the biggest competitors for the Juiceland company in the Czech Republic. The content of the thesis is divided into theoretical and practical part. The theoretical part describes the theoretical basis of consumer behaviour, the characteristics of the company Juiceland s.r.o. and the methodology of the data collection. The data was collecting via an electronic questionnaire survey. The practical part provides the performing of the obtains data analysis. Based on the results of the analysis there were recommendations for the market of fresh fruit and vegetable juices and Juiceland company, which could increase the satisfaction of existing and new customers.