Marketingový průzkum nabídky BIO potravin v obchodních řetězcích

Abstract

The aim of this dissertation is to find out how the consumers appreciate the present offer of organic food in retail chains and what organic food they prefer. My thesis is divided into two main parts. The first part is theoretical and it briefly clarifies the basic principles of organic farming, organic food production and it provides information about the development and the present situation of the Czech organic food market. The practical part monitors, analyses and evaluates in detail the breadth and the depth of the offered range of goods in the selected retail shops and through the questionnaire finds out customers´ satisfaction and their shopping preferences.