Segmentace spotřebitelů na trhu potravin

Abstract

The thesis focuses on consumer segmentation in the food market. The aim of the thesis was to segment consumers in the food market, identify segments based on their demographic characteristics or preferences and then propose marketing measures for food producers and retailers. The theoretical part presents the theoretical background of segmentation, the characteristics of the food market in the Czech Republic and the methodology of data collection. In the practical part of the thesis, quantitative research was conducted to obtain data on consumer preferences and behaviour in the food market. This data was subsequently analysed and consumer segments in the food market were profiled through cluster analysis. A total of 5 clusters were defined, which are 'discerning consumers', 'thrifty consumers', 'prepared consumers', 'modern consumers' and 'busy consumers'. The thesis concludes with suggestions and recommendations for food companies to effectively address each segment.