Vliv značky a země původu výrobku na rozhodování spotřebitele při nákupu potravin

Abstract

This bachelor thesis focuses on the influence of brand and country of product origin on consumer's food purchasing decisions. The objective of this work is to examine if the country of origin and the brand of the product have influence on the Czech consumers' food buying behavior. The partial aim is to explore the consumers' awareness of certificates of origin. The theoretical part of the work focuses on the theoretical basis of consumer decision making and the characteristics of the food market in the Czech Republic. The practical part is based on a questionnaire survey carried out in the Zlin Region. On the basis of the data obtained, the consumer's attitudes towards the brand and the country of product origin were analyzed. Final proposals and recommendations related to the country of origin, the manufacturers' brands and the certificates of origin were suggested on the basis of the analysis results.