Typologie postojů vybraných spotřebitelů na trhu potravin

Abstract

This Master thesis is focused on developing the typology of selected generations of Czech consumers on the food market according to ecological sustainable activities. These selected generations are generation Z and generation Y. The aim of this Master thesis is to develop the typology, propose suggestions for developed segments of consumers, realize intergenerational comparison and exploring selected relevant aspects of buying behaviour on the food market. The work is composed of theoretical and analytical part. The theoretical part deals with the description of food market environment, the theoretical background of attitudes and the used methodology of primary data collection. The analytical part deals with the analysis of in-depth interviews’ and online survey’s data, also with the development of typology of consumer and the development of recommendations. The result of the data analysis was the development of five segments of consumers different from each other based on their attitudes towards ecological sustainability on food market. These segments are social environmentalists, devoted environmentalists, partial environmentalists, traditionalists and ignoring. Devoted and partial environmentalists create ideal target group of consumers for producers and commerce of ecological sustainable food due to their heavy environmental orientation and preference of this food. Concurrently these two segments generate more than two thirds of all respondents. There are no significant differences in this food preference between selected generations. Business strategies (especially product and marketing communication) need to be adjusted to the trend of this preference.