Analýza chování spotřebitelů na trhu biopotravin

Abstract

The aim of this thesis was to analyze consumers' views on food labeled organic, specify their preferences in this area and current trends in the popularity of organic food. In the theoretical part describes the basic theoretical background for the behavior of consumers, especially in terms of purchase. Furthermore, the terms of the organic food market and characteristics of those foods. An essential part of the work, the methodology of data collection, which said selected marketing research techniques. The analytical part of an analysis of primary data that was collected by questionnaire. With regard to the results obtained were given suggestions and recommendations for the manufacturer or seller of organic food in the Czech Republic. Also typical organic consumer was defined that characterizes the behavior of consumers in this market.