Analýza chování zákazníků na trhu dortů a zákusků

Abstract

This thesis focuses on a detailed analysis of customer buying behaviour in hypermarkets and supermarkets, with an emphasis on the preferences for cakes and desserts from Marlenka. The aim of the thesis was to identify customer attitudes towards the positioning of Marlenka products in the sales area, frequency of purchases, perceptions of the brand compared to competitors, selection criteria, purpose of purchase, favourite products, reactions to new products and factors influencing decision making. The CAPI method, i.e. face-to-face interviewing, was used for the data collection. In the research was found that Marlenka products are getting good ratings from customers, with taste, price and quality being the key factors for purchase. Customers are most likely to shop in supermarkets and hypermarkets, where they prefer to place Marlenka at the front of the refrigerated shelf. Honey cakes are the most frequently purchased products, and Marlenka purchases are often associated with festive occasions and events. Respondents are interested in new products from Marlenka and value the quality of the products, although they would like to see lower prices. Information about the Marlenka brand comes mainly from restaurant menus, recommendations from friends and television. However, awareness of Marlenka's advertising is rather low. These findings suggest the importance of sales and marketing strategy in the context of customer buying behaviour and can serve as a basis for further development of Marlenka's sales activities. It was suggested strengthening the presentation of products in stores, expanding the range of products to include new product variants, and improving marketing activities, through more intensive television advertising and the organisation of in-store tasting events. These steps could strengthen brand awareness and increase the marketability of Marlenka products.