Analýza postojů spotřebitelů na trhu hotových jídel

Abstract

This bachelor thesis focuses on the analysis of consumer attitudes in the ready-to-eat meals market in the Czech Republic. The aim of the study is to identify the factors that influence the perception, selection, and consumption of ready-made meals among different consumer groups. The thesis combines theoretical foundations of consumer behavior with research conducted through an online questionnaire involving a sample of 206 respondents. The results show that the main motivations for purchasing ready-made meals are time savings and convenience, with the greatest emphasis placed on the composition and quality of ingredients. Price and promotional offers play a significant role, particularly for consumers with lower incomes, while ecological aspects, such as packaging recyclability, are less important in decision-making. Personal experience and recommendations from close contacts are the most influential factors in choosing specific products. The thesis offers recommendations for manufacturers and retailers regarding communication, expanding healthier options, and enhancing customer experience. The findings provide useful insights for more effective marketing strategies and further development of the ready-to-eat meals market in the Czech Republic.