Analýza chování spotřebitelů na trhu vegetariánských produktů

Abstract

The topic of this thesis is Consumer Behaviour Analysis on the Vegetarian Products Market. The aim of this work is to propose and develop recommendations for product improvement, communication and distribution policy of vegetarian market, which is based on consumer buying behavior and the attitudes of vegetarians from the generations X and Y on the market of vegetarian products and the comparison of this buying behaviour among consumers from the Czech Republic and Spain. The aim is also to recommend possible measures to improve marketing and sales procedures for entities moving in this market, especially in the areas of offered assortment and marketing communication. To reach the aim of this thesis is made the research using a questionnaire survey to determine the consumer buying behavior on the market of vegetarian products. Research data is used to describe consumer buying behavior and attitudes. Furthermore, the results are the basis for designing and recommending proposals for manufacturers, distributors and retailers who specialize in the vegetarian segment.