Analýza spotřebitelského chování na trhu funkčních potravin a doplňků stravy

Abstract

This bachelor’s thesis focuses on consumer behaviour in the market of functional foods and dietary supplements in the Czech Republic. The topic was selected with regard to the dynamic development of this market and the growing interest of consumers in a healthy lifestyle. The aim of the thesis was to analyse consumer behaviour in the market of functional foods and dietary supplements, particularly in terms of consumption and usage frequency, reasons for use, sources of information during purchase, places of purchase, factors influencing purchasing decisions, and attitudes towards the Vilgain brand. Based on the theoretical background, research questions and hypotheses were formulated, assuming, for example, a preference for purchasing via e-shops, improvement of health as the most common reason for using dietary supplements, and a rather positive evaluation of the Vilgain brand.

For the research, a data collection method in the form of an online questionnaire survey was used. The results were analysed using descriptive and inferential statistical methods in IBM SPSS Statistics software. The hypotheses were tested based on the collected data, with most of them being confirmed, except for the hypothesis concerning the dominant role of price in the purchasing decision.

The results of the analysis showed that consumers regularly consume functional foods and use dietary supplements, with the main motivation being the improvement of health. The online environment plays a key role in the purchasing process, serving as the main source of information as well as the primary purchasing channel, while the most important factor in product selection is the product’s ingredient composition. The thesis contributes to a deeper understanding of consumer behaviour in the market of functional foods and dietary supplements and provides practical recommendations for companies operating in this market.