Demografické aspekty spotřebitelského chování na trhu zdravé stravy

Abstract

This bachelor thesis is dedicated to the demographic aspects of consumer behavior in the healthy diet market. The thesis is divided into theoretical and analytical part. The theoretical part defines the concepts of consumer, consumer behavior, consumer behavior patterns, factors that influence consumer behavior and the consumer decision-making process. This part also includes the description of the healthy diet market and the introduction of the Upfood company. The analytical part provides the analysis of consumer behavior, the identification of demographic aspects of consumer behavior and the attitudes of the end customers of Upfood company. The quantitative research method was used for this analysis. Based on the results, the Upfood company can evaluate how their customers perceive and rate their services.