Analýza spotřebitelského chování veganů

Abstract

The topic of this bachelor thesis is the analysis of consumer behavior of vegans. The aim was to find out what foods vegans buy, where they buy them and how they make shopping decisions, why they started eating like vegans and what other behavior is characteristic for them. The thesis describes the theoretical basis of consumer behavior and the characteristics of the vegan food market. As part of the work, marketing research was conducted on a sample of 412 respondents. The research outputs helped to complete the overall analysis. Proposals and recommendations were created based on all outputs for marketing communication, distribution and also product proposals.