Typologie spotřebitelů na trhu volně prodejných léčivých přípravků a doplňků stravy

Abstract

This thesis deals with the typology of consumers in the over-the-counter pharmaceutical and dietary supplement market. The aim of the thesis was to find out what is the attitude of consumers nowadays towards synthetic over-the-counter medicines and natural medicines such as tinctures or teas, what is their purchasing behaviour, when they prefer natural medicines and when they prefer common medicines or even when they reject one of these forms completely. The thesis is divided into two parts, a theoretical part and a practical part. The theoretical part describes the issues of consumer behaviour and also describes the market of over-the-counter medicines and dietary supplements. In the practical part the analysis of the results obtained by questionnaire survey is carried out. Based on the results obtained, a consumer typology was then proposed and suggestions and recommendations for the use of the results were also made.