Analýza spotřebitelského chování na trhu výživových doplňků

Abstract

This bachelor thesis is focused on the analysis of consumer behavior on the market of nutrition supplements especially sport supplements and mainly on whey protein. The aim of the thesis is to analyse the consumer behavior on whey protein market and subsequently suggest ways to improve marketing activities for sport supplement sellers. Information and data required to make conclusions has been gathered by both written and internet surveys. The beginning of this thesis is focused on theoretical basics such as consumer behavior, consumer decision making process and factors that influence consumer behavior. The following part of this thesis is focused on characteristic of the nutrition supplements market. Main focus is aimed on whey proteins. Knowledge gained in the beginning of this thesis is used in the practical part, which contains analysis of gathered data, and to form recommendations and suggestions as well.