Identifikace postojů spotřebitelů ke značkám kvality potravin

Abstract

The main objective of this diploma thesis was to identify consumers’ attitudes to food quality labels on the Czech and British market and to compare these attitudes. To acquire the primary data the method of survey was used namely electronic and personal survey. The sample of respondents was defined by quotas sampling method. Based on the analysis and comparison of the results between the two countries several recommendations regarding the food quality labels awareness, trust in food quality labels, consumer behaviour and promotion of food quality labels were proposed.