Mezigenerační srovnání spotřebitelských postojů ke značkám kvality potravin na českém trhu

Abstract

The aim of the thesis was to determine the attitudes of Czech consumers of Generation X and Generation Y to food quality labels. The theoretical part describes the starting points of consumer behavior and food quality labels. Next is characteristic of the food market in the Czech Republic and selected food quality labels. The research was realized by an electronic questionnaire survey on a sample 204 respondents of Generation X and 221 respondents of Generation Y in the Czech Republic. The observed data were further processed in the program SPSS and Microsoft Excel. The outcome of the research are proposals and recommendations for administrators of the labels, which should solve the problems of quality labels with their knowledge, credibility and the ideal number. Suggestions and recommendations are based on findings identified in the research and are adapted to the characteristics of generations X and Y.