Vliv značení mléčných produktů na spotřebitelské chování

Abstract

Food labelling is an approach based on nutrition population´s education in sustenance area and it is a key element providing basic information about right eating. Some consumers are very interested on food labeling, others are not interested in this area. The reasons no interest are lack of time, insufficient knowledge of information, a lot of information, low trust or foreign names on food labels. The main aim of this thesis was find out if the food labels of milk products affect consumer behaviour. Based on analysis was considered, of which label components are consumers interested in, which components of yoghurt is important to them and which criterion is the most important for consumers when they buy milk products. For collection data was used focus group method which is classified as a descriptive method. The discussion was focused on the basic knowledge of milk, yoghurt labels and information sources. Thanks to discussion and scientist article (Consumer understanding and Use of Food and Nutrition Labeling in Turkey) were suggested main questions for electronic and written questionnaire. By the help of analysis was made a conclusion that women with higher education who live in cities are more interested in food labeling. Consumers search information about brand, consumption dates and emulsifiers. They assess of yoghurt content by amount fat, protein and emulsifier.