Analýza spotřebitelského chování na trhu čokolády

Abstract

The bachelor thesis analyses the consumer behaviour in the chocolate market in order to find out buying habits, preferences of chocolate types and brands, the influence of emotions on the choice of chocolate products and important factors in the choice. The thesis is divided into a theoretical and a practical part, where the theoretical part explains the concepts related to consumer behaviour and the characteristics of the chocolate market. In the practical part, a questionnaire survey was conducted among the respondents and the data obtained was analyzed. Finally, suggestions and recommendations for companies are presented to better understand customer preferences and ensure customer satisfaction.