Analýza spotřebitelského chování na trhu mléka

Abstract

The bachelor thesis deals with the analysis of the consumer behaviour in the milk market. The aim of this thesis is to determine the most preferred types of milk from the consumers' perspective, e. g. whether consumers are aware of plant-based milk alternatives, and whether they have had the opportunity to try any of these alternatives. The analysis is based on online surveys conducted through the Vyplňto.cz website. The thesis is divided into theoretical and practical parts and contains a total of seven chapters. The first chapter is an introduction, followed by the second chapter, which deals with the theoretical foundations of consumer behavior. The third chapter is devoted to the characteristics of the milk market (animal production and plant-based alternatives). The following chapter, titled "Methodology of Data Collection," is divided into preparatory and implementation phases and serves as a basis for the practical part of the bachelor thesis. The results of the research are analyzed in the next chapter, which is then described and enriched with graphs. The sixth chapter provides individual recommendations for milk producers based on the research findings. Finally, the conclusion summarizes the results of the thesis and provides suggestions for further research.