Analýza chování spotřebitelů na trhu fitness doplňků stravy

Abstract

This dissertation is focused on consumer behaviour analysis on the dietary supplements market and it is divided into theoratical part and practical part. In theoretical part there is an analysis of dietary supplements market attributes and also choosen models of consumer behaviour are described. In practical part of this dissertation there is a making and description of consumer decision making process on the dietary supplements market based on data collected via questionnaire survey. The aim of this dissertation is to suggest and recommend measures for acting entities on the dietary supplements market for improving their marketing and sales procedures.