Analýza spotřebitelského chování na trhu farmářských produktů

Abstract

The bachelor's thesis deals with the analysis of consumer behavior on the farm products market. The goal of this work was to identify consumer behavior, to find out what are the impacts on the purchase process and which factors play a role in terms of customer decision-making. The work consists of a theoretical part, which is focused on the approximation of concepts associated with consumer behavior. It also contains the characteristics of the market and the practical part, within which the data analysis was carried out. These data were collected through a questionnaire survey in the form of CAWI. From the results of the research, proposals and recommendations focused on the farm products market were formulated.