Identifikace postojů zákazníků ke značce BIO - produkt ekologického zemědělství

Abstract

The aim of the thesis was to analyze consumers´ attitudes towards quality label BIO – Product of Organic Farming. Moreover, the thesis aimed to determine whether consumers are aware of this quality label, whether its meaning is well-known and if consumers find the label trustworthy. The theoretical part of this thesis describes fundamental definitions of consumer behavior, definition of label as such and quality labels are covered here as well. The third chapter provides details about the market with organic food in the Czech Republic and characterizes specific organic labels on this market. The quality label BIO – Product of Organic Farming has been described extensively as it is the main focus of this work. The practical part deals with questionnaire survey analysis. Survey was conducted online on a sample of 200 respondents. Recommendations for marketing communication of quality label BIO - Product of Organic Farming has been summarized based on the research results. Marketing communication´s main goal should be to increase the label awareness and recognition among consumers.