Analýza spotřebitelského chování na trhu sportovní výživy a doplňků stravy

Abstract

This bachelor’s work focuses on analyzing consumer behavior in the market of sports nutrition and dietary supplements. The aim is to gain deeper insight into consumers' attitudes and preferences in this area, identify motivations driving consumers to use supplements, and examine factors influencing consumer decision making when purchasing dietary supplements. The thesis also includes an analysis of consumers' attitudes towards doping and the use of banned substances in professional or amateur sports. Quantitative research in the form of a questionnaire survey was used to collect data, allowing the acquisition of a dataset suitable for the comprehensive analysis and interpretation of the results. The findings of the research indicate the moderate importance of dietary supplements in achieving sports goals, and the findings point to the significance of certain factors in consumers' decision making regarding the purchase of dietary supplements and sports nutrition. Additionally, the thesis reveals further interesting insights regarding this market, which may be beneficial for dietary supplement retailers in formulating marketing strategies and selecting specific products for sale.