Typologie spotřebitelů na trhu superpotravin

Abstract

The aim of the thesis was to formulate consumer typology on superfood market. The CAWI and PAPI method were used to create the sample set. The total size of the sample was 202 respondents over the age of 18, with the condition of consuming superfoods. As a result of the analyses, three segments were created. The Traditional consumers prefer domestic superfoods and traditions; The Enthusiastic consumers are active participants in the field of superfoods, and The Pragmatic consumers have an economic approach to the topic of superfoods. Based on the difference between the segments, recommendations were designed.