Analýza nákupního chování na trhu s regionálními výrobky

Abstract

This Bachelor thesis deals with consumer purchasing behaviour in the market of regional products, specifically in the Beskydy region. The topic of regional products is becoming more and more popular nowadays and consumers are becoming more interested not only in the quality of products but also in their origin. The aim of the Bachelor thesis was to analyse the purchasing behaviour in the market of regional products. Furthermore, it was investigating what factors motivate consumers the most to buy regional products, where and how often they usually buy them. The theoretical part of the thesis focused on the theoretical background of consumer behaviour, i.e., the definition of consumer behaviour, factors influencing consumer behaviour. The market of regional products was also detailed characterized in the theoretical part. The practical part focused on data collection and subsequent analysis of purchasing behaviour. The data collection methodology was divided into primary and secondary phases. The analysis was conducted using an online questionnaire survey through the Google Forms platform. It concludes with suggestions and recommendations to help raise the profile of regional products.